By Allison Watkinson
Elton John and Bravado have announced an LA-based experiential licensing takeover headlined with a pop-up installation at the multi-brand retailer, The Webster.
The licensing experience was managed on behalf of Elton John by Bravado, Universal Music Group’s merchandise and brand management company.
The installation details at the Webster include Elton John Pinball Machines, Customized Beaded Pianos, Upcycled Vintage T-shirt Chairs, a Disco Chair and Ottoman By Rachel Schillander provided by Future Perfect, a Floral Installation by True Blue Blooms, a range of art prints from Elton John’s career, and more.
It is such an honor to be a part of such a monumental moment for the city of Los Angeles,” said Laure Hériard Dubreuil, Founder, and CEO of The Webster. “Elton John has touched all of our lives from the moment he sings the first lyric of his beloved songs to his iconic fashions that will continue to inspire generations.
“We are so thrilled to be able to bring to life our pop-up with the support of Elton John and Bravado and are so grateful for the trust they have bestowed upon us to do so through our unique lens,” added Dubreuil.
The Webster will curate the retail experience at their Los Angeles flagship store with featured designers including Nahmias, Marine Serre, Joya Studio, Bluemarble, Sarah Coleman, Casella Meyer, ERD, ROOTS, Madeworn, Ensemble, KidRobot, and more.
Additionally, The Webster Brand, Sarah Coleman, and Bluemarble created licensed, one-of-a-kind pieces including a limited-edition Dodgers-inspired Bomber jacket that will be sold exclusively at The Webster and at Dodger Stadium.
The city-wide experiential event is a celebration of Elton John’s final live performances in North America at Dodger Stadium. The three-night concert is part of his Farewell Yellow Brick Road final world tour. The tour will commemorate Elton John’s original performance at Dodger Stadium that launched him into the international music scene 47 years ago on Nov. 20, 1975.
“This project is another exciting moment in my ongoing partnership with The Webster,” said Doni Nahmias, Founder and Creative Director of Nahmias. “As one of the forefront luxury retailers to exist worldwide, it’s an honor to design pieces for this and be part of the continued innovative landscape that The Webster relays to consumers.
“Every partnership with The Webster proves always to be symbiotic and co-creative so it’s an honor to be a part of this project, especially tied to a name like Elton John.”
Fans can discover LA landmarks from Elton’s past and present on an interactive map, built in partnership with Google Maps Platform. The map will point fans toward the Elton-themed experiences that will take place throughout the city to celebrate the Farewell Yellow Brick Road tour.
The limited-edition retail installation will be available at The Webster store from November 11th to Nov. 25, 2022. The licensed products will also be available online on The Webster’s official website.