I remember the first time I learned about Deadmau5 and saw that iconic Mau5head, back in 2010. I was at an Activision after party at the Staples Center that was celebrating the much-anticipated release of Call of Duty: Black Ops 1 and boy was it a party. I will never forget the moment that a skinny little guy wearing a big ass blue twisted Mickey Mouse-ish helmet/head came skipping down the long catwalk after DJ Z-Trip performed. A DJ booth rose from the floor of the stage and that's when Deadmau5 went to work. The after party continued on with big names as David Guetta, Tool, Chris Cornell, N.E.R.D., Will-I-Am, Usher, Eminem and Rihanna...but the most memorable thing of the night was the Mau5, which stuck in my brain like gum on a brand new pair of kicks.
On the heels of his four sold out "Lots of Shows in a Row" performances at The Shrine Auditorium in LA, the Mau5head hosted a two-day pop-up shop titled "Lots of Stuff in a Store" at the Seventh Letter located on Fairfax in the trendiest section between Melrose and Beverly. Mirroring his successful NY pop-up of the same name held in March, fans were given the opportunity to purchase all things Deadmau5, from toys, LEDs, headphones, and tees, all of which were approved and/or branded by Zimmerman himself.
After parking the car, the first thing we noticed were the familiar sounds of Deadmau5 tracks greeting our ears as we walked down the sidewalk and up to the store. Thumping through 4 foot Kef speakers blasting outwards from the doorway, ensured that everyone on the block could hear the beats.
Inside, the walls were lined with racks of limited edition Kid Dangerous x Deadmau5 clothing (consisting mainly of t-shirts), while the center was composed of displays bursting with poster prints, headphones and more speakers.
At the very back, genuine Mau5heads were displayed atop glass homes filled with art goodies. A sharpie laden table next to a tufted throne suggested "someone" might be stopping by soon for a little signing sesh.
Shoppers kept holding up shirts, calling over to friends, and popping on the wireless Wearhaus headphones for a listen.
Those Mau5heads on display? The Ron English collaboration one was and still may be, up for sale via the online bidding site omaze.com with proceeds benefiting "Win," a charitable organization that helps transform the lives of homeless women and their children in New York. Omaze is one bad ass concept, hosting donation based contest entries, which are the best way to satisfy both your generous and selfish sides. Thanks to Mr. Zimmerman for turning us and all of the attending fans on to this charity.
Almost outshining all of the other merchandise were the Nanoleaf panels set up around the store and at the entry way. Triangle shaped LED panels constantly changed colors as we walked through the store. What made these really cool were that they could all be arranged into any configuration, using the 6 piece kit, with the option of adding more kits. Afterward, you could program them to light or pulse to music. The best way to convert any bedroom DJ's abode into a full blown night club experience.
On our way out we overheard a sad boyfriend lamenting to his impatient girlfriend "but he'll be here in an hour!" as she dragged him away. About 90 minutes later a line of at least 50 people snaked out of the store and down the sidewalk, which could only mean that the man himself must have been putting all those sharpies to good use.
Thanks deadmau5 for giving us a great pop-up experience, showing us the charitable light and of course for another set of memorable shows.