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The Who pop-up experience heading to Soho

Store celebrates 50th anniversary of Tommy and band’s return to Wembley Stadium.

Iconic rock band The Who will be the subject of a special pop-up shop and fan experience located in the heart of London’s Soho this week.

Open at 52 Brewer Street from 10am to 6pm on Friday June 14 and Saturday June 15, The Who @ 52 will be celebrating the 50th anniversary of Tommy and the band’s return to headline Wembley Stadium after 40 years.

The store will feature an exhibition of rare and archive memorabilia, while a global exclusive Pinball Wizard 7” vinyl will also be available, along with official merchandise (including a bespoke in-store exclusive t-shirt and poster), the new live album Tommy Orchestral, plus an in-store exclusive ticket offer for the huge forthcoming Wembley Stadium show on July 6.

Fans will also be invited to take part in the Pinball Wizard challenge, on a full-size retro Tommy pinball machine.

The pop-up is a collaboration between Live Nation, Polydor Records and Bravado and is presented in association with Soho Music Month.

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