In a move foreshadowing the fleeting fame they will likely enjoy, British-Irish boy band One Direction have announced plans to open a Toronto pop-up shop this month. The temporary store will sell limited-edition t-shirts, posters, calendars and other collectibles to the “What Makes You Beautiful” hitmakers’ tween fans, or most likely, their parents.
North America’s first 1D World shop (others have opened in Sydney and Perth) will open this Saturday, August 15 and close September 2. Toronto is known for hosting one of the continent’s hippest music scenes, so why would the band set up shop there?
“The band performed in the city a few months ago, and after that concert it is clear that Toronto is home to thousands of loyal ‘Directioners,’” explained 1D World store manager Reece Page, talking to the Toronto Star. “Therefore, the decision to host the North American debut of 1D World in Toronto was an easy one. Toronto fans show great excitement and support for their favorite bands.”
During its two-week run, 1D World will also be giving away prizes, such as tickets to the Toronto stop of One Direction’s in-demand Summer 2013 tour.
I was in fourth and fifth grade at the height of the boy-band craze of the late ‘90s and early ‘00s, so to my eyes, ‘N Sync and Backstreet Boys absolutely dominated the music world. However, I can’t find any record of either group opening their own pop-up shop. It’s difficult to fathom that One Direction (made up of 18- to 20-year-olds) is so popular with the tween population that they warrant their own store, even if only for two weeks.