It’s nearly impossible not to have heard about UK pop music phenomenon One Direction. Their 2010 album Up All Night debuted at Number 1 on the US Billboard charts, making them the first UK group in US chart history to do so with their first album. Since then, their popularity continues to grow with a second number-one album, hundreds of millions of YouTube views, active social media followings, numerous awards, sold-out arena tours, and, of course, their sought after merchandise.
In order to give their millions of fans around the world an opportunity to purchase exclusive One Direction merchandise, temporary retail stores known as “1D World” have begun to open in major cities around the world. The original store had its debut in Australia, and now faithful Edmonton “Directioners” will have the opportunity to shop 1D World with an exclusive, limited-time store opening.
The 1D World retail store will open in West Edmonton Mall (8882-170 St.), next to Galaxyland, on Saturday, February 2 at 9 am, and will be open through February 18 daily during regular mall hours (Mon – Sat 10 am – 9 pm; Sun 11 am – 6 pm). Directioners can line up at the mall starting at 6 am on February 2 for the Grand Opening.
This is an exclusive opportunity for Western Canadian Directioners, as it is only the third 1D World store to open in Canada. The store is over 4000 square feet, and will have over 125 items of exclusive merchandise not even available at a One Direction concert! Jacob Porpossian, consultant for the PR firm representing the store, said that Edmonton was an “obvious choice” to open a 1D World store because fans in the city have a very strong social media presence and there was clearly a demand for a One Direction-related event.
WHERE Edmonton attended the opening of #1DWorldYEG (as it’s known on Twitter – band members Liam, Harry, and Niall have all tweeted about the store using this keyword hash tag), where fans had been lined up since 3am to be among the first guests to shop the store. Fans made sure to make the most of their wait, singing their favourite One Direction songs (having faithfully memorized all of the lyrics). When asked what they were hoping to buy at the store, an eager fan responded “Anything. Anything and everything that I don’t already own, I will buy. I’ve saved my money for this. I’ll probably come back to shop a few times while the store is open.”
Well, there is certainly a lot for fans to buy! There are plenty of small novelty items like jewellery, journals, press-on nail decals, calendars, posters, stationary, caps, scarves, mittens, and t-shirt. Then, of course, are the most creative and coveted items like life-size cardboard cutouts of each boy, quilted sports jackets made to look like the ones the boys famously wore during their “Up All Night” tour, and the incredibly popular One Direction “onesie” one-piece loungewear, modelled after the ones the boys have sported on numerous occasions.
Where Edmonton has an exclusive One Direction prize pack to give away to a lucky fan! To enter: Follow @whereedmonton on Twitter and tweet us the name of your favourite One Direction song! Only one entry per Twitter account. Contest closes on Wednesday, February 13, 2013 at 11:59 pm MST. All entries will be included in the draw for the prize pack, valued at $50 CDN.