A24 Pop-Up Store Opens at Isetan Shinjuku

Film distributor A24 has launched a limited-time pop-up store at Isetan Shinjuku in Tokyo, which will remain open until September 3, 2026. The event is located on the second floor of the department store's main building, within the TOKYO Closet section. This temporary installation showcases a specialized range of merchandise, including apparel, physical music releases, and official studio goods, with a particular focus on A24's recent films, 'Backrooms' and 'The Drama'.

A significant highlight of the pop-up is a collection of three silkscreen T-shirts created in collaboration with the Japanese fashion brand GEEKS RULE, inspired by the film 'Backrooms'. These T-shirts employ silkscreen printing techniques designed to emulate the aesthetic of vintage 1990s movie apparel. The designs incorporate imagery from the film's "Yellow Labyrinth" motif and reflect its unsettling atmosphere. The 'Backrooms' x GEEKS RULE T-shirts are available in three distinct volumes, priced at ¥11,000 JPY and ¥13,200 JPY, depending on the specific design. In addition to the 'Backrooms' merchandise, the pop-up also features official logo T-shirts for 'The Drama', priced at ¥7,700 JPY. These apparel items display the film's title alongside classic A24 branding and are offered in black, white, and burgundy colorways.

Beyond the exclusive apparel, visitors to the A24 pop-up store can also purchase soundtrack vinyl records for both 'Backrooms' and 'The Drama', as well as other official film merchandise. The store operates daily from 10 a.m. to 8 p.m. throughout its run. Isetan Shinjuku is a prominent department store in Tokyo, known for its extensive selection of fashion, beauty, and lifestyle products, making it a fitting venue for A24's curated merchandise event. The collaboration with GEEKS RULE underscores A24's strategy of engaging with fans through unique, high-quality merchandise that extends the cinematic experience into the realm of fashion and collectibles. This initiative aims to capitalize on the growing market for film-related merchandise and to further strengthen A24's brand presence among its audience.