Future is Opening a Pop-Up Shop in Soho Next Week

The man behind almost every rap hook on the radio thinks he can get you to buy his merchandise while you're shopping in SoHo. Future, the rap and R&B star, is opening a pop-up shop for six days starting next Tuesday, Aug. 2, several sources reported. The shop, called Future Hive, will be open Aug. 2 to Aug. 8 at 76 Wooster St.

Opened in partnership with the online shopping site Fancy, the shop will sell clothing from Future's brand Freebandz and designers John Varvatos, Pintrill, Cease and Desist and leather accessories designer Moreca. There will also be a VIP lounge and art gallery.

Future is capitalizing on a recent trend of musicians setting up temporary pop-up shops in high-end designer spaces in New York City to create an experience for fans and get them to spend loads of money. Kanye West, Justin Bieber and Drake have all had their own high-end pop-up shops in New York this year.

"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," the head of business for Fancy 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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