Music lovers now have an all-new hot spot to shop at in Lower Manhattan. The first-ever Beats by Dr. Dre pop-up store opened Wednesday night at 67 Greene Street in the heart of SoHo.

Industry giants Jimmy Iovine, Dr. Dre, and Luke Wood were on hand for the opening of the groundbreaking store, which will be serving the needs of music enthusiasts until Jan. 15th.

SoHo was the perfect place for a Beats store, said Beats by Dr. Dre co-founder Jimmy Iovine. “The Beats store belongs downtown right now. It’s got the right environment, the right feel with the cobblestone streets. Beats is as much about fashion as it is about audio, we wanted to plug  into a place that had quality and Luke [Wood] thought that we should try a place downtown.”

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The store, which will sell headphones, T-shirts and other Beats-related merchandise, gives customers the ability to try out the entire line of Beats, including the Solo, Studio, Pro and Wireless versions of the headphones.