São Paulo to host world's first Iron Maiden pop-up store

São Paulo will host the world’s first Iron Maiden pop-up store, the Eddie’s Emporium Experience Store, opening on October 9 at Shopping West Plaza. The initiative celebrates the band's upcoming 50th anniversary in 2026 and follows data from Spotify identifying São Paulo as the city with the highest number of monthly listeners for the group, exceeding 220,000.

The project is a collaboration between Brazilian companies Brand House, BandUP!, and Piticas. Spanning over 200 square meters of indoor and outdoor space, the store will offer exclusive products, including a collection of ten new artworks that reinterpret classic album covers with Brazilian elements.

In addition to merchandise, the venue will feature a themed escape room created with Escape Time and an exhibition of collector's items from the band's history. The outdoor area will include a stage for cover bands and DJs during weekends, as well as a beer truck serving Trooper, the band's official beer. The pop-up will operate daily from 10:00 to 22:00 until November 1.