YUNGBLUD has officially launched his new central London clothing store and music venue, ‘Beautifully Romanticised Accidentally Traumatized’. Located at 20 Denmark Street, the new space aims to foster a new generation of subculture, with a ground-floor retail space and a lower-ground level set to operate as a multi-purpose creative hub, hosting regular gigs, poetry nights, and film screenings.
The launch event last Thursday saw London’s iconic Denmark Street closed off for the celebration. The day featured fashion presentations and a battle of the bands inside the venue, culminating in surprise outdoor performances. London rapper Master Peace performed an impromptu set before YUNGBLUD himself took to the stage.
Treating the huge crowd to fan favourites including ‘The Funeral’ and ‘strawberry lipstick’, the Doncaster artist brought the proceedings to a close with a powerful message. “Keep Denmark Street alive,” he told the audience. “Keep British f*cking music alive. Keep British music powerful. I love you all so much.”
Read the official press release in full below:
The globally recognised artist and industry disruptor YUNGBLUD launched his central London clothing store and music venue today. Beautifully Romanticised Accidentally Traumatized, located at 20 Denmark Street, is designed to bring the artistic edge and excitement back to London, ultimately nurturing the subculture of a new generation.
The ground floor of the location serves as a retail space for the clothing brand, while the lower ground level will function as a multi-purpose event space and social hub, hosting regular poetry nights, live gigs, film screenings, and even tarot readings.
Today, YUNGBLUD hosted an event at the location which saw Denmark Street, famous as the centre of London’s music scene, closed off for a series of fashion presentations with models posing against classic London backdrops (a red telephone box, a black cab, a bus stop), with unconventional twists.
The venue was inaugurated with an all-day battle of the bands, the stage serving to showcase emerging London artists.
At 7PM, London rapper Master Peace surprised fans with an impromptu set on an outdoor stage set up at one end of Denmark Street, following performances in the lower ground venue by fellow London acts Balancing Act and Velvet Hands.
To close ceremonies, YUNGBLUD took to the outdoor stage, treating the huge crowd to an impromptu set. The Doncaster artist played fan favourites ‘The Funeral ’and ‘strawberry lipstick’, as well as the anthemic ‘Zombie’ and the raucous ‘Lovesick Lullaby’ from recent album, ‘Idols’; his third consecutive UK No.1.
Before leaving the stage he thanked fans, saying, “I f*cking love you. Welcome to Denmark Street.”
He added, “Keep Denmark Street alive. Keep British f*cking music alive. Keep British music powerful. I love you all so much. Get home safe and I’ll see you tomorrow.”