As part of an ambitious promotional campaign for Michael Chabon's upcoming novel Telegraph Avenue, Harper's marketing team will convert Oakland bookshop DIESEL into a pop-up store called Brokeland Records, which is a setting in the novel. From September 7 to 14, the pop-up store will sell used jazz records provided by independent record dealer Berigan Taylor, the Wall Street Journal reported. In the book, the main characters run a record shop, which is threatened by a new megastore.
DIESEL is currently teasing its customers with mysterious photos on the shop's website. When the pop-up store launches, Brokeland Records signs will temporarily replace DIESEL signs. There will also be Brokeland Records bags, buttons and stamps for book purchases made during the week, as well as a landing page for "DIESEL in Brokeland" on the shop's website, the Journal wrote.
A launch party is scheduled for September 12.