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YouTube "creator store" opens in London


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As YouTube has grown, YouTubers have started releasing products, from their own makeup lines to books. Yesterday, London saw the first physical shop for this merchandise open in Kings Cross.

The first physical checkout for online products

The first of its kind in the world, the shop is being billed as a “one-stop destination” for any YouTube fan’s needs. Not only does it have multiple YouTubers' products in one place (rather than having to go to an individual creator’s online store), it also gives people a chance to try on the clothing or take a proper look at what they’re buying.

The shelves are aesthetically filled with all the products of the YouTube superstars including Zoe Sugg, Alfie Deyes, Dan Howell and Phil Lester, PewDiePie, Simon’s Cat, and many more.

The shop will serve as a hub for events, offering a space for book signings, demonstrations of new products, and chances to meet your favourite YouTuber.

It is not just fans who will benefit, as it will serve as a place where creators themselves can learn more about selling their own merchandise.

When I visited on its opening day, YouTube was being as generous as always, with a free photobooth machine, free cakes, sweets, and prosecco, and a 10% discount for those who sign up for The Fandom mailing list.

There were also demonstrations of virtual reality with their high-tech, 360˚ cameras. They have promised visits from plenty of larger creators over the coming week to give a fans a chance to meet them.

The store is adjacent to the YouTube Space in King’s Cross, and will be open 10am until late, Monday to Saturday.

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