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Real life meets fantasy with Bohemian Rapsody pop-up and installation on Carnaby Street

London shopping venue Carnaby Street is to open an art installation and pop-up store in collaboration with 20th Century Fox and Regency Enterprises, to highlight the release of Bohemian Rhapsody – the biopic of rock band Queen and singer Freddie Mercury.

The unprecedented promotion will see giant neon signs over Carnaby Street spelling out lyrics from the song Bohemian Rhapsody, while Queen’s crest – designed by Freddie Mercury – will feature on the arches at the ends of the street.

A free-to-enter pop-up shop and exhibition will be located at 3 Carnaby Street, opening on 10 October. It will feature a collection of photographs, prints, footage and costumes, as well as film merchandise and Queen-inspired products. The official Freddie Mercury waxwork from Madame Tussauds will also be on display.

Property group Shaftesbury has collaborated with the moviemakers to stage the promotion. “A Queen inspired world-first art installation and immersive pop up experience ensures Carnaby is at the forefront of cutting edge creativity in the heart of London,” says Shaftesbury director Simon Quayle.

“Bohemian Rhapsody is a once in a lifetime movie to be working on, and one that deserves everything we do to be spectacular. Given their iconic music heritage, Carnaby is the perfect partner, and we can’t wait for people to see the amazing art installation,” says 20th Century Fox senior vice president international partnerships Ian Morton.

The film stars Rami Malek as Freddie Mercury.

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