Whoopi Goldberg Opens Shop in the American Dream

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Whoopie Goldberg Opens Shop in the American Dream

The new “Whoopi = American Dream” store in East Rutherford, New Jersey got a big surprise yesterday when the star herself showed up for its opening. The eponymous store owner and co-host of The View hosted a two-hour public appearance at East Rutherford’s American Dream, from 1 pm – 3 pm. While there, she met with fans and signed purchased merchandise. “Whoopi = American Dream” is Goldberg’s first stand-alone retail experience. 

. The eponymous store owner and co-host of The View hosted a two-hour public appearance at East Rutherford’s American Dream, from 1 pm – 3 pm. While there, she met with fans and signed purchased merchandise. “Whoopi = American Dream” is Goldberg’s first stand-alone retail experience. 

Whoopi’s granddaughter, Amarah Skye, was also on-site hand painting purchased DUBGEE fashions–Goldberg’s fashion line. American Dream future tenant, Sephora, hosted three Mini Lip Service stations outside the space to offer guests festive touch-ups.

Whoopi = American Dream

The shop’s interior is inspired by Whoopi’s home, with saturated walls and Art Deco furniture, creating a residential setting – décor pieces were sourced and curated 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 November 11, 2019 – January 2020. 

Hours of operation will be 11 AM – 7 PM, Monday – Saturday.

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