Hollister plans to open the Hollister House this summer from Memorial Day weekend through early August. The brand, rooted in Southern California, will feature new summer styles and host music performances at the beach house all summer long.
The lineup of musical artists includes Ariana Grande, Chromeo (DJ set), Cody Simpson, Lucy Hale, MKTO, Timeflies and Zendaya.
To mark the beach house’s opening, Hollister stores around the world will be featuring the "Hollister House Collection," which includes summer “essentials” for both men and women.
"The Hollister House brings Southern California to the world this summer. Featuring epic concerts, awesome styles, and guest celebs, fans can experience the Hollister House across our digital platforms, including our recently launched Snapchat account and blog, 'This Is So Cal,'" said Craig Brommers, SVP of marketing for Abercrombie & Fitch.
The brand is also holding a "Send Me to So Cal" sweepstakes from May 8-12, open to people ages 14 and older. The grand prize is a trip for two to Southern California and tickets to a concert at the beach house.