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PlayBeautiful is New York’s hub for World Cup mania.

Launching on June 11th, PlayBeautiful will activate in and around New York City, with the project's street team appearing at area bars, restaurants, business establishments and soccer fields.

Then, on June 20th PlayBeautiful "pops up" a brick-and-mortar shop at Openhouse Gallery, featuring live match viewing, player appearances, demonstrations by local and international freestylers, film screenings, food and beverage concessions, private events and an unparalleled retail environment.

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