The opening of the MLB Dugout at New Era store in London’s Soho

New Era, the American headwear manufacturer, launched a two week installation called the MLB Dugout at its flagship Soho store in London. It is in partnership with Major League Baseball. The MLB Dugout is situated upstairs on the first floor to provide an authentic sideline dugout environment where customers can interact with the brand in a number of ways through gaming and the use of social media.

I took part in the baseball video game competition in which the high scores are recorded over a duration of two weeks, and the winner gets to win a trip to a Major League Baseball game in America. Not bad but I know I didn’t do well enough to really be in the chance but some lucky person will be given the dream prize.

There are daily screenings of this year’s World Series games via the store’s TV screens. You can take part in a little photo installation where you can get kitted up in baseball tops, cap and bat then have your photo transferred onto a retro style baseball cards and even to your Facebook page. If you are a baseball fan, it’s worth a look.

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JAI'ME

Editor of BoyMeetsFashion.com. I eat, sleep & breathe fashion. Love the arts. Named as the 8th Top Fashion Insider by Daily Telegraph. Featured in TATLER's Bystander (four times). Described as one of London's "most stylish" people by Daily Mail. Named and featured in Evening Standard's "the Capital's Most Influential" article. I have written for The Times, Stylist Magazine, Harrods, Huffington Post, DUNE and Debenhams.