Drop Dead are unveiling a “morgue-inspired” immersive showroom

Because he’s not already busy enough on Bring Me The Horizon’s stunning NX_GN arena tour, Oli Sykes is set to unveil a wild new showroom in his home city later this week.

The frontman’s iconic Drop Dead clothing brand will open their brand-new morgue-inspired space called D-2 in Sheffield on January 19, with Oli explaining that the whole idea “stems from my desire to go against the conventional shopping experience”.

“I want customers to feel immersed when they come inside,” he explains. “The morgue-inspired concept goes beyond aesthetics, and is a deliberate attempt to challenge societal taboos surrounding death, something I am profoundly interested in.

“It’s a testament to the idea that beauty can be found in the unconventional, and Drop Dead invites you to step into a realm where fashion meets the avant-garde, hopefully leaving a lasting impression on all who dare enter.”

D-2’s grand opening event kicks off this Friday and Saturday before Horizon’s epic hometown gig in Sheffield. It’ll be hosted at Drop Dead clothing (located behind Oli’s vegan restaurant and bar, Church – Temple Of Fun) from 9am to 5:30pm on January 19, and 12pm and 5pm on January 20.

Swipe across below to see what the morgue is looking like.