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SELLING BEYONCE: Beyoncé isn’t missing any merchandising opportunity during her four-night concert stop in Las Vegas from July 30 to Aug. 2. Beyond Productions, which produces House of Deréon and Deréon, is distributing select products at stores in the Wynn Las Vegas and Encore hotels while Mathew Knowles and his music label, Music World Entertainment, will offer a selection of “I AM…” world tour merchandise as well as products cobranded exclusively with Wynn based on Beyoncé’s tour stop at the resort. The MWE and the cobranded merchandise include T-shirts, hats and posters, and related items are available at these locations. The merchandise is for sale in the stores and will be there until Aug. 4.
The partnership will crescendo with an appearance by Beyond Productions creative director and designer, Tina Knowles, who will host a cocktail reception for the House of Deréon dresses at the boutique Ensemble on Aug. 1 from 3 to 5 p.m. House of Deréon dresses are available at boutiques including Mojitos and Ensemble, while the Deréon lyric T-shirts as well as select Deréon sunglasses, outerwear, handbags and jewelry are available at Nite Life Shop, Sundries, The Drugstore and Signature. As part of the initiative, Beyoncé’s custom bodysuit from the music video of her song “Put a Ring On It,” the House of Deréon feather-print fishtail gown Beyoncé wore to the Academy Awards and the duchess satin gown she wore as she serenaded President Obama and First Lady at the Inaugural Ball are on display in a series of windows at Wynn Las Vegas.