A24 and UNDER R Open Pop-Up Store for 'Bring Her Back' in Tokyo and Osaka
The pop-up marks one of A24's first dedicated physical retail activations in Japan, using a streetwear collaboration to extend the film's horror atmosphere into a tangible consumer experience.
Reporting from 2 sources: Eiga Natalie, ASCII.jp.
A24 and UNDER R will open a pop-up store in Tokyo and Osaka from July 10 to July 24 to promote the horror film "Bring Her Back." The store at UNDER R Sendagaya in Tokyo and UNDER R Osaka will sell a new apparel collection, books, goods, and an A24 Record Bar. Triple collaboration items involving UNDER R, A24, and international artists will also be available. The Sendagaya location will host a special ice cream stand from JOHN'S ICE CREAM TOKYO. "Bring Her Back" is directed by Danny and Michael Philippou, who previously made "Talk to Me." The film follows siblings Andy and Piper who, after losing their father, come to live with a new mother figure named Laura. Andy is played by Billy Barratt, blind sister Piper by Sola Wong, and the mysterious child Oliver by Jonah Leon Phillips. Sally Hawkins plays Laura. The film opens in Japanese theaters on July 10 with an R15+ rating.
The pop-up will carry eight colorways of the A24×UNDER R T-shirt at ¥9,900 each, as well as a limited run of triple-collaboration T-shirts with ZATTO ZATTO PRINT at ¥20,900. Other items include A24×Dickies×UNDER R flex chino pants (¥14,300), caps (¥7,700), tote bags (¥3,300), socks (¥2,200), and a sticker pack (¥3,300). The A24 Record Bar will offer vinyl and listening stations, while rare imports not yet available in Japan will be on display. At the Sendagaya store, JOHN'S ICE CREAM TOKYO will serve custom gelato made with milk from Shizuoka Prefecture's Sugiyama Farm, with a limited UNDER R design. The store runs concurrently with the film's Japanese release date. Both sources confirm the same dates, locations, and lineup, with ASCII.jp providing full pricing and color options. The film is rated R15+ and opens nationwide July 10.
Synthesized by Yomimono from the 2 cited sources below, including Japanese-language reporting where cited, then editorially reviewed before publishing.