Black Sabbath 'immersive fan experience' opening at Bullring with Ozzy-signed merch
A new Black Sabbath 'immersive fan experience' is set to open at Selfridges in the Bullring today (Monday, June 23) offering a limited-edition band merchandise collection.
The pop-up will offer a special selection of items including leather jackets signed by Ozzy Osbourne.
Selfridges has created the collection to mark Black Sabbath's final ever gig, set to take place at Villa Park Stadium on Saturday, July 5.
Read more: Black Sabbath at Villa Park - line-up, times, set list, tickets and how to get there
Read more: All the Birmingham places heavy metal fans need to visit during Black Sabbath weekend
The retailer is going big for the event, with local artist Mr Murals decorating the upper two windows of the three-floor shop with Black Sabbath images.
Mr Murals made the news recently for his work turning a 36 metre-long stretch of Navigation Street into a giant Black Sabbath photo opportunity for visitors coming to Birmingham for the band's final show - Back To The Beginning.
Over seven days surrounding the show, Mr Murals will be working on artwork live in Selfridges so visitors can see it come to life in real time.
As far as the merchandise goes, the pop-up will sell jackets, hoodies, shorts, T-shirts and accessories. There will also be band memorabilia and gifts.
The exclusive collection will feature collaborations with designers and creators including contemporary artist Mason Newman, Alpha Industries and Babylon LA. The Ozzy-signed leather jackets have been created by Vanson Leathers.
The fan experience has been created by Bravado, an artist merchandise and lifestyle company, which has worked with Black Sabbath to make it possible.
Inside Selfridges there'll be a metal-clad wall with the band's 'Henry' emblem with neon lights and Sabbath's signature purple-and-black colour scheme. The film The End will play on a digital screen.
Mr Murals said: "I'm honoured to take part in the celebration of Black Sabbath's rich musical roots with such a unique piece of artwork right in the heart of Birmingham.
"Nothing compares to painting live within your own community and I'm very excited to have my work on display at Selfridges."
Sam Watson, the store director of Selfridges Birmingham, added: "We're so excited for this partnership and what it means not only for Black Sabbath and Ozzy fans but fans of music, as we celebrate a genre that was born in the city.
"We look forward to welcoming fans old and new in anticipation of one of summer's biggest musical moments to discover more about the amazing legacy of Black Sabbath in Birmingham."
Bravado president Matt Young commented: "'Black Sabbath's legacy is woven into the fabric of rock history, and bringing this exclusive fan experience to life in their hometown as they celebrate their final show is a true honour.
"We found the perfect partner in Selfridges, who realised right away that this was a chance to create something special for fans beyond just selling merch.
"It's a tribute to the band's enduring influence and a chance for fans to connect with their story in a powerful, immersive way."
The pop-up is open until July 21.
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