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In an effort to boost Red Bull’s brand awareness among creative millennials, the beverage company is expanding its Red Bull Studios experiential and social branding initiative to include both a physical and an online store.

The retail component joins a recording studio, performance space, and other facilities for creatives at the Red Bull Studios location in New York, creating an interdisciplinary creative space that supports Red Bull’s brand. The new store, a collaboration with the creative firm Alldayeveryday, is simply called “The Gift Shop” and sells a carefully-curated collection of clothing, housewares, and accessories by local artists. The new retail component complements Red Bull’s numerous existing social channels that span topics ranging from video games to extreme sports, and is itself being promoted socially with the hashtag #thegiftshop.