• Promo, Thursday, December 27, 2007 11:47 AM

In a business that has seen the disappearance of major retailers such as Tower Records and Sam Goody, music label Rhino Entertainment has opened a pop-up store in Los Angeles for the month of December only. A division of Warner Music Group that's best known for its ingenious repackaging of its back catalog, Rhino sees the pop-up store as an extension of its direct-to-consumer Web site at www.rhino.com.

Open seven days a week from noon to 8 p.m., the store gives customers a chance to see and feel limited-edition boxed sets, silkscreen posters, fine art photographs, and other merchandise in person rather than rely on the thumbnail images and sound samples that are the currency of the digital domain. In-store promotions included a give-away of two tickets to London to see the reunion Led Zeppelin concert earlier this month, as well as an appearance by Doors guitarist Robbie Krieger.

"The fact that we have open copies of all the boxed sets available is a great selling tool," says Rhino spokesman Jason Elzy. "It allows the customers to actually see the inside of the set with the liner notes, photos, etc."

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