FRUKT VISITS A$AP Rocky's pop-up at Selfridges
Fancy immersing yourself in downtown New York, without having to leave London? Well, A$AP Rocky and the Mob are facilitating this experience with their new pop-up in partnership with Selfridges, ‘AWGE Bodega x Selfridges’. And when FRUKT heard about the rapper’s new creative concept, we thought we’d go and check it out.
The concept store replicates the bodegas of New York City (bodega = delis and convenience stores typically established by Hispanic communities). Capturing this seemingly mundane part of New York life in one of London’s biggest department stores is highly effective and fun! Taking you out of your surroundings and teleporting you to a parallel American existence for a few moments. The soundtrack is made up of salsa, mambo and merengue and the accessories are novelties from the U.S. (think Lucky Charms, Durkee’s marshmallow fluff etc.) with an AWGE twist. There's also all the merchandise one A$AP Mob fan could ever want. Even if the imported treats are a bit too expensive for our liking, AWGE Bodega is a cool experience which gives you a little slice of NY flavour in the comfort of our capital city.
AWGE is A$AP Mob’s multi-disciplinary creative collective, responsible for the crew’s social media platforms, various music videos, fashion collaborations and merchandise. This isn’t the first time they’ve done something like this - earlier this year, A$AP Rocky’s collaborative collection with GUESS also launched the ‘A$AP Rocky x GUE$$ Clubhouse’ in Los Angeles, which featured installations and a shop inspired by the ‘90s treehouse.
A$AP Mob are amongst the likes of Jamie XX, Kanye West, Drake, The Foo Fighters and Biebs to try their hand at experiential concept stores to promote their brand identity, and express themselves artistically – and we don’t think these will be the last!
AWGE Bodega x Selfridges is open until 11th October. Register here for your free ticket: http://www.selfridges.com/GB/en/content/article/awge-bodega-selfridges-oxford-street
