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Indie band opens store

 

backpack-music-collabAustralian indie pop band, Architecture In Helsinki, has opened a concept store in Melbourne to promote their new album.

The Melbourne Central pop up opened late last week and sells copies of album NOW + 4EVA, as well as clothing, bags, jewellery, nail polish, and accessories.

Architecture In Helsinki has collaborated with local designers on its products, such as a colourful resin bangle line from Melbourne design collective, Dale Hardiman.

Other exclusive collaborations include a capsule collection by local clothing label, Kloke, bags by Witu, nail polish by Kester Black and socks by Tightology.

The NOW + 4EVA store also sells colourful 3D candy versions by Lucy McRae of each of the band’s five members: Cameron, Kellie, Gus, Jamie, and Sam.

The Melbourne band released its first album in 2000 and is known for upbeat dance songs, such as “Heart It Races”.

The band’s unusual retail marketing decision is not the first time that a band has opened a temporary space in Australia.

British band, Mumford & Sons, opened a shop in Sydney in 2012 to promote their album, Babel.

The pop up space sold coffee and music during the day and converted into a M&S Saloon for live entertainment at night.

Architecture In Helsinki’s Melbourne store is open until Sunday.

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