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Future Will Open A ‘Future Hive’ Pop-Up Shop In New York City

July 27, 2016
Nadirah Simmons

Future has linked up with the social shopping site Fancy to create “Future Hive,” his own pop-up shop, in New York City next week. The shop will feature a long list of top selling brands like John Varvatos, Pintrill, Cease and Desist and Moreca, as well as items from the rapper’s FreeBandz Clothing line and tour.

“What we wanted to do is create an experience for the fans,” said Marcus Howard, head of business at Fancy. “We’ve seen what everyone has done with the standard pop-up and they are essentially glorified merchandise stands. We want people to come in and feel like it’s Future’s space and offer a high-quality retail experience.”Fancy has partnered with musicians and brands like Hermès in the past, but this the brand’s first time working on an artist’s pop-up.

“It really boils down to, fans want to feel what the emotion of their favorite artist is and we don’t want people to go in and buy the T-shirt and go out,” Howard told WWD. “We want them to spend time here and tell their friends about it. You are discovering things about Future that you might not get from a merchandise stand.”

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Future Hive, located at 76 Wooster Street, will be open from next Tuesday to August 8 and will also include an art gallery and VIP lounge along with the retail space.