Preview: Beats By Dr Dre Pop-Up Store in SoHo Opening Tonight

By - Wednesday, November 2nd, 2011

Over the past two years Beats By Dr Dre headphones have become a staple on street. The 12oz team got a first look at the brand new Beats pop-up store opening tonight in SoHo at 67 Greene Street between Spring and Broome. The buildout of this temporary space is impressive with exposed brick, tin-plated ceiling, a VIP lounge, custom artwork framed and spotlit, and a genius bar. Unlike the genius bar at the Apple Store across the street, the genius bar at The Beats Store is painted black lacquer, with dim lighting, and experts on hand that can tell you more than you’ll ever need to know about the variety of headphones available for purchase at the store. In addition to the usual variety, they also carry exclusive models produced in limited runs that are only available at The Beats Store. There is also a cool display of custom Beats headphones designed for celebs like Spike Lee, Serena Williams, Kobe Bryant, and a matte black model created to celebrate the release of Dr. Dre’s highly anticipated album Detox. The grand opening of the store is TONIGHT starting at 7pm at 67 Greene Street between Spring and Broome. With barricades already set up outside, it’s recommended you come early for this one if you plan on getting in. If you can’t make it tonight, The Beats Store will be open through January with events and exclusive product releases planned throughout the coming months. Photo: Brian

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