# Rapper Bodega Pop-Ups A$AP Rocky's AWGE x Selfridges Bodega is Inspired by the Star's Home Town By Jana Pijak | Published 2017-10-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/awge-x-selfridges-bodega References: [hypebeast](https://hypebeast.com/2017/10/asap-rocky-selfridges-awge-bodega-interview) A$[AP](https://www.trendhunter.com/trends/audemars-piguet-x-ambush) [Rocky's](https://www.trendhunter.com/trends/the-blacked-out-collection) AWGE x Selfridges Bodega is an experiential pop-up that draws inspiration from the rapper's home town and Harlem neighborhood. The NYC-themed activation is styled to resemble a local convenience store, offering a selection of 150 exclusive items, including limited edition clothing, housewares, branded donuts, and other collectibles targeting [Millennial](https://www.trendhunter.com/trends/scented-hair-and-body-mists) streetwear buffs. A$AP Rocky's AWGE brand is a collaboration with Rob Gallardo, Ian Connor, and Shane Gonzales among others, and its unexpected approach to merchandising speaks to the rapper's own personal style, and fearless approach to self-expression. Translating the visual aesthetic of his music videos into a retail space, the star teams up with UK-based department store Selfridges to bring a touch of Harlem's energy and spirit to London streets. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 83% | Activity: 73% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Why This Trend Is Growing - **Experiential Pop-ups:** Creating immersive and interactive retail experiences can drive customer engagement and brand loyalty. - **Limited Edition Merchandise:** Releasing exclusive and limited edition products can generate excitement and sales among streetwear enthusiasts. - **Collaborative Branding:** Partnering with other creators and designers can bring fresh perspectives and unique product offerings to the market. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can capitalize on the trend of experiential pop-ups and limited edition merchandise to attract and engage millennial streetwear enthusiasts. - **Food and Beverage:** Food and beverage industries can explore collaborations with streetwear brands to offer branded products, such as donuts, that cater to millennial consumer preferences. - **Music and Entertainment:** Music and entertainment industries can take inspiration from A$AP Rocky's merchandising approach, collaborating with designers and creating unique retail spaces to connect with fans and drive merchandise sales. ## Related on Trend Hunter - [Rapper-Made Design Studios](https://www.trendhunter.com/trends/hommemade.md) - [Rapper-Collaborative Artful Carpets](https://www.trendhunter.com/trends/skyline-carpet.md) - [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Luxury Pop-Up Streetwear](https://www.trendhunter.com/trends/wynn-palace-macau-popup.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [K-POP Group Retail Pop-Ups](https://www.trendhunter.com/trends/blackpink-popup-store.md) - [Personalization-Focused Retail Concepts](https://www.trendhunter.com/trends/golden-goose-opens-in-nyc.md) - [Dynamically Redesigned Sunglasses](https://www.trendhunter.com/trends/the-blacked-out-collection.md)