Dive Brief:

• Fred Segal in partnership with Mastercard on Wednesday opened an interactive pop-up shop, dubbed "Rock 'n Roll Holy Land," on the Sunset Strip in Los Angeles, featuring shoppable storefront window technology and more than 300 vintage and custom garments from local handmade brand MadeWorn, and memorabilia and special items from the likes of Gene Simmons of KISS and Phil Collen of Def Leppard.
• The shop features a curated selection of products, including various relics, photographs, and other treasures, ranging from a 50-foot tour bus to historic neon signs. Whether shopping through the window or in store, items can be shipped to the address specified during checkout.
• For those who can't stop by during store hours, the digital storefront windows make it shoppable day or night, the companies said. Shoppers can browse and buy items on their smartphone through a unique link sent via text message. Mastercard is also working with Snapchat to offer Snapcodes for cardholders, according to a press release emailed to Retail Dive.

Dive Insight:

Since the early 1960s, Fred Segal has been purveyor of merchandise not to be found anywhere else. More recently, the store has been divided up into a series of concessions that recalls the emporium atmosphere of department stores in their hey-day. The tech-enabled shopping opportunities announced Wednesday bring that into the 21st century.

"For over 50 years Fred Segal has led the way in experiential retail and we are always looking for unexpected and unique elements that add to the shopping experience," Fred Segal President John Frierson said in a statement. "Partnering with Mastercard allows us to bring our customers an exciting new way to shop that reflects today's digital environment and takes it to the next level."

The interactive shopping environment of Rock 'n Roll Holy Land is the first in a series of collaborations between Mastercard and Fred Segal that will embed the digital display window technology into the store's environment, the companies said.

"Fred Segal is a retailer known for offering its customers an innovative and differentiated shopping experience. It makes them an ideal collaborator to bring to life the latest in experiential retail technology, like our shoppable storefront windows," Sherri Haymond, Mastercard executive vice president of digital partnerships, said in a statement.

"Today, people want to step into a store and do more than just shop; they want it to be a destination that seamlessly blends the digital technology that is a core part of their day to day life with their physical environment. That's exactly what they'll find now at Fred Segal," she also said.

The store is at 8500 Sunset Boulevard in West Hollywood, and "Rock 'n Roll Holy Land" will be open April 11 through May 6 during Fred Segal's regular store hours.