British singer Yungblud has launched a new creative space in the heart of London, opening a fashion store and music venue on Denmark Street, one of the city’s most historic musical locations.
The venue – named Beautifully Romanticised Accidentally Traumatized – officially opened on Thursday (August 7) with a day-long celebration that included gigs, a fashion show, and a headline performance from Yungblud himself.
Yungblud, 28, told MyLondon on the day of the launch that the space was created with his fanbase in mind. He said: “This is a physical space with literal bricks for my fans.”
The project is Yungblud’s first physical venue and aims to create a community hub for fans and creatives alike. The ground floor houses his clothing brand – which evolved from tour stage wear – while the basement is a multipurpose events space set to host gigs, poetry nights, film screenings, and even tarot readings.
The chart-topping artist, whose real name is Dominic Harrison, said: “Everything I ever do is to make people feel like they can have a place to belong or unify. We have a big, beautiful base worldwide on the internet, virtually – but this is real. It’s here.”
The launch event took over Denmark Street with models showcasing the clothing line against iconic London backdrops, including a red telephone box, a black cab, and an afternoon tea stand. The fashion presentations were followed by a live ‘battle of the bands’ and sets from London acts Balancing Act and Velvet Hands.
As the sun began to set, fans were surprised by an unannounced outdoor set from rapper Master Peace. But it was Yungblud’s own performance, complete with fan favourites ‘The Funeral’, ‘strawberry lipstick’, and ‘Zombie’ – that truly lit up the street.
Yungblud told the crowd: “I f*cking love you. Welcome to Denmark Street. Keep British f*cking music alive. Keep British music powerful.”
The singer from Doncaster has long championed self-expression and community. The new venue reflects his desire to create real-life spaces where people can meet, collaborate, and belong – something he sees as vital in an increasingly digital world.
He added: “This area was getting gentrified and the community stood up and kept the music alive.”
The new project was developed with creative director Elle Shoel and project director Evie Mundy, and draws inspiration from Vivienne Westwood, Malcolm McLaren, and Andy Warhol’s Factory.
The opening comes following the success of Yungblud’s own festival at Milton Keynes Bowl last month, and coincides with the release of his third consecutive UK No.1 album Idols. Yungblud was also present at Black Sabbath’s final concert, taking the opportunity to pay homage to his “uncle” Ozzy Osbourne during what was Osbourne’s final bow on stage.
He concluded: “Come down, man. This is going to be here all year round.”
