Dominic Harrison, better known as Yungblud, is about to open his very own physical space in the heart of London — a store and fan‑club hybrid called “Beautifully Romanticised Accidentally Traumatised”. Nestled at 20 Denmark Street in Soho, the location is steeped in British music history and has long been a hub for generations of artists and musicians.
Set to launch on August 7, 2025, the venue is not just a shop selling clothing, merch, and possibly records—it’s designed as a community‑centered hangout space, where fans are invited to gather, connect, and celebrate creativity in a welcoming, non‑judgmental environment.
Yungblud himself has described the concept as a place “to be yourself and find people with similar ideas to you”—whether that means grabbing a coffee, enjoying a beer, shopping for merchandise tied to his fashion line, watching live music or art performances, joining in an art class, or simply playing pool. In fact, part of the quirky charm includes a leopard‑print pool table downstairs, envisioned to encourage playful energy and social interaction.
The name “Beautifully Romanticised Accidentally Traumatised” aligns with his existing fashion label and overall aesthetic—raw, reflective, energetic, emotionally real. It signals that the space will blend retail with an immersive fan experience—completely in tune with Yungblud’s ethos of authenticity and community.
Part of the significance of Denmark Street is its status as one of London’s historic music corridors—once the base for iconic figures and studios dating back to the 1960s. Yungblud has called it a dream fulfilled to establish his venue there, describing it as a street that “paved the way for the best of British music” and expressing profound gratitude to his fans for helping him realize this ambition.
This physical hub comes as a natural evolution of his community-driven initiatives, particularly after the launch of BludFest, his DIY festival platform established in 2024 and welcomed back again in summer 2025. BludFest showcased affordable tickets and emerging artists alongside headliners, grounding his belief in accessible live music and fan empowerment.
Yungblud has described his vision: to operate this London venue seven days a week, day and night, and to ultimately roll out similar clubs all over the world—turning fan‑spaces into global community hubs where connection, creativity, and inclusivity are front and center.
While precise details on opening hours, ticketing or how attendance will be managed haven’t yet been released, Yungblud emphasized that the launch itself is meant to be a celebratory moment—”the biggest party ever,” he said—and fans are strongly encouraged to drop in and experience the space for themselves.
In essence, Yungblud’s new store & fan‑club is set to blend retail, music, art, and community in a historic London location—anchored by his commitment to offering fans a real, embodied place to belong. It’s not just a shop. It’s a home for misfits, dreamers, and music lovers, and a bold next step in a career defined by grassroots creativity and social vision.
