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CULTURE
Rocawear Mobile RocPopShop
by Tamara Warren
on 14 April 2009
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Taking the temporary retail concept to a mobile level, Jay-Z recently collaborated with architect David Ashen of D-ash on a tricked-out trailer to house the Rocawear line.

While Jay-Z handles the music, D-ash's RocPopShop is all about taking the Rocawear label to new levels—the pop up shop's upscale interior outfitted with mohair sofas, suede walls, custom zebra wood cabinetry, a 46-inch flat screen TV, stereo system and a custom gaming zone, is designed to transport the customer into the Jay-Z and high-end Rocawear lifestyle. As part of a campaign to present the Rocawear lifestyle in a slinky setting and to upswing the profile of Jay-Z's brand, the mobile lounge showcases the new premium line of apparel for Rocawear.

Ashen was brought on the scene to create the 50-foot traveling lounge especially for his unique ability to extend a brand, embrace a concept and make it come to life. While he usually specializes in bars, event spaces and nightclub design, D-ash has a firm grasp on innovative design combined with functionality, which is evident in RocPopShop's relaxed yet fully stocked interior.

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Catch a glimpse of the luxury trailer as it makes its first stop later this week in Jay-Z's hometown of Brooklyn (details below) before stopping at Jay-Z concerts and other events throughout the country.

RocPopShop
16 April-3 May 2009, 10am-9pm
Pacific Street and 5th Avenue
Brooklyn, NY 11217 map

More images after the jump.

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