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METALLICA: London Pop-Up Shop To Open This Week

October 16, 2017

Ahead of its sold-out U.K. tour, METALLICA has announced it will launch a pop-up store in London. It will be open from October 18 through October 24 from 12 p.m. to 8 p.m., except for October 24, when it will be open from 12 p.m. to 6 p.m. It is located in the pop-up hot spot of Shoreditch at 45 Charlotte Road, London, EC2A 3PD

A tradition that started a little over a year ago in Minneapolis and carried on into Copenhagen and North America in 2017, the pop-up shops feature some new and exclusive collectible items, with fans not knowing exactly who or what they will find there.

Pop-up stores, which enable artists to make their merchandise even more alluring to their key fans, were initially embraced by pop acts such as Justin Bieber but have become increasingly popular in the metal and hard rock scene, with bands like GUNS N' ROSES and AVENGED SEVENFOLD also launching pop-up shops.

The European leg of METALLICA's "WorldWired" tour kicked off in Copenhagen, Denmark on September 2 and will run through November. After a break, the trek will pick up again on February 1, 2018 in Lisbon, Portugal, and continue through May, finishing up in Helsinki, Finland.

The Rock And Roll Hall Of Fame band is touring in support of its tenth studio album, "Hardwired... To Self-Destruct", which came out last November.

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