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Ultra-cool retailer Opening Ceremony will be selling wares designed by Proenza Schouler, Chloë Sevigny, Pamela Love, and more in a pop up shop ahead of the London Olympics Opening Ceremonies. Get it?

Yes, this is a strange publicity stunt/tie-in to kick off the brand's European expansion, but we'll take it. A pop up shop on King Street in Covent Garden will feature limited edition items designed to commemorate the 2012 Olympic Games. The pop-up opens in July.

Then, the brand will move to a permanent space at 35 King Street in the fall.

"Bringing Opening Ceremony to Covent Garden is an important next step in the growth of our company," Humberto Leon and Carol Lim, co-founders of the retailer, told WWD. "In the last 10 years since we first opened our doors on Howard Street in New York, Opening Ceremony has expanded to Los Angeles and Tokyo, but we have had our hearts set on London since the beginning. Covent Garden is an historic, global shopping destination and we're looking forward to what Opening Ceremony will add to its exciting future."

The London shop will carry their own ready-to-wear and accessories as well as collections from lines like Kenzo, Maison Michel, Toga and Rodarte, and collaborations such as the new Adidas x Opening Ceremony.