Universal Music Group opened its first pop-up store in Berlin yesterday, with an exclusive concert by Denmark's Aura Dione to celebrate its opening. The shop with a 200-sq.-meter selling space is located in Deutsche Bank Quartier 110 on Friedrichstrasse. The shop will stay open through Oct. 9 and offer the whole portfolio by Universal Music, including the newest collections by the fashion labels Amplified, Rock & Rebellion and Psalm 23. Universal Music is a global music company with its own record labels and licensees in 77 countries. Universal Music Germany GmbH is located in Berlin. In July 2009 Universal Music launched its own fashion label, Rock & Rebellion, which is a mix of street- and fanwear. It also acquired in July the British label Amplified, which was founded in London in 2004. The company plans to expand the label's distribution, with an appearance at the upcoming edition of Bread & butter.

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