Whoopi Goldberg made a personal appearance at American Dream in East Rutherford to open Whoopi = American Dream, American Dream’s inaugural Dream Drop.
Dream Drop is the ongoing pop-up program that will operate at the complex.
Ready-to-wear pieces Goldberg’s DUBGEE collection, a mix of new and vintage holiday sweaters and recently launched book, “The Unqualified Hostess” are now available for purchase in the shop, which is open through January 2020.
Whoopi = American Dream is Whoopi Goldberg’s first stand-alone retail experience.
To celebrate the opening, the celebrity met with mall guests and signed purchased merchandise.
Her granddaughter, Amarah Skye, was also on site hand painting purchased DUBGEE fashions.
American Dream future tenant, Sephora, hosted three Mini Lip Service stations outside the space to offer guests festive touch ups.
The shop’s interior is inspired by Goldberg’s home, with saturated walls and Art Deco furniture along with pieces from her personal collection.
A DUBGEE fashion salon lives in the center of the space, allowing guests to browse and try on pieces from the collection, as well as a hand selected assortment of her holiday sweaters.
A holiday dining table is featured towards the back of the shop, inspired by “The Unqualified Hostess.”
Guests will have the opportunity to experience the Whoopi = American Dream Dream Drop from Nov. 11 – January 2020.