In pics: TK Maxx rebrands Wembley store for Taylor Swift Eras tour

High street retailer TK Maxx has rebranded its Wembley store to entice the thousands of Taylor Swift fans who will be heading to the stadium this weekend.

The TK Maxx Wembley store will be turning into a “fan paradise” from 19 – 23 June, for the first batch of London shows on the record-breaking Eras tour. Swift is playing three sold-out shows at Wembley Stadium, kicking off tonight, before returning for five nights in August.

The mammoth tour – which Swift has now said will end this December – has broken records across the world, with152 shows spanning five continents. Tickets in the UK have been exchanging hands for as much as £1,000.

Even fans without tickets have been making the pilgrimage to listen from outside stadiums and arenas across the country, with the frustrated Swifties determined not to miss out and willing to do whatever they can to soak up part of the atmosphere.

The ‘listening parties’ have often been organised online, with thousands of fans meeting up to come together, sing along and swap handmade friendship bracelets.

It is this Taylor Swift fever which TK Maxx is looking to tap into as the Wembley branch turns into a fan haven to celebrate the latest leg of The Eras tour.


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The store has dressed its windows with Taylor Swift-themed displays and will be rolling out the ‘Red’ carpet as it invites Swifties to step up for a photo opp and choose their favourite era.

On Sunday, TK Maxx will also be turning into a friendship bracelet trading hub, with freebies allowing fans to add to their collection as they celebrate London events.

The concerts are expected to bring nearly 700,000 fans to London from across the country. According to a report from the Greater London Authority, they are expected to spend an average of £471 each in the capital during their stay.

Mayor of London Sadiq Khan described the Taylor Swift concerts as “a huge boost to our hospitality industry and further proof that London is the greatest city in the world to watch live music”.

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