Kanye West’s Melbourne Pop-Up Store at our Fitzroy campus

Last month, things got a little crazy at Collarts…

At 10am on Friday August 19th, our Fitzroy campus had a line of 800 people outside. Why? We’d collaborated with Kanye West and his creative team for our Fitzroy Campus to be the site of his Melbourne “Pablo” pop-up store.

Kanye’s store at Collarts was one of 21 pop-up shops selling Life of Pablo merchandise that opened synchronously worldwide, all announced via Kanye’s twitter just 24hrs before opening time. For us, that meant keeping the whole thing secret for weeks beforehand – in fact only one staff member here at Collarts knew what was really happening!

Within an hour of Collarts being announced as the Melbourne store’s location, we had eager fans at our front doors settling in for a long night – deck chairs, swags and sleeping bags in tow. By morning, the line weaved it’s way from our doors up Brunswick St, down Moor St, down Little Fitzroy St and then eventually ended on Bell St. Collarts’ Yama Indra filmed the entire line at 9am (one hour before opening) in this video – it took almost 3 minutes just to walk from the front to the back:

Customers waited 4-5hrs each in the line to get in. Once inside, Kanye’s Life of Pablo merchandise ranged from printed t-shirts ($50) and embroidered caps ($50), to hoodies ($110) and satin bomber jackets ($350).  The front room on our Fitzroy campus had been transformed – blacked out windows, bare walls and minimal clothing displays was the look for all 21 stores worldwide. Check out the video below shot by Collarts’ Yama Indra for a look inside the store:

While the store was scheduled to stay open for three days, the demand and crowds were such that they’d sold out of all stock in just 36hrs. The line actually never let up and was still 200 people deep when the store closed it’s doors!

 

So what’s next?

We’re not planning any further collaborations with Kanye right now, but stay tuned – there’s lots of exciting events to come at our Brunswick St Campus before 2016 is over!