In a pop-up event taking place during the Something in the Water music festival, featuring a variety of activations and exclusive merch.

With Pharrell Williams becoming the Chief Brand Officer for Doodles, the popular NFT collection now finds itself on the verge of launching a curated and collaborative collection with Williams' luxury streetwear brand BBC ICECREAM.

The partnership will feature a pop-up event called "Doodle Beach," which is set to take place during the Something in the Water (SITW) music festival in Virginia Beach.

At the event, visitors will enjoy free ice cream, a sneak peek of new digital wearables, and an on-site ShopDoodles kiosk showcasing the exclusive Billionaire Boys Club x Doodles collection.

A portion of proceeds from the collaborative release also goes towards Williams' YELLOW, a non-profit that aims to transform education and celebrates possibility in every child – empowering children from diverse backgrounds to realise their potential.

Billionaire Boys Club, founded in 2005 by Williams and NIGO, quickly gained popularity and has since become an influential cultural force, particularly in the streetwear and hip-hop realms.

Outside of Williams' star status and own cultural significance, BBC has garnered its own relevance through its unique aesthetic, which combines elements of streetwear, luxury fashion, and pop culture. The brand's iconic logo, which features a stylised astronaut, has become instantly recognizable and is often seen on clothing, accessories, and even furniture.

BBC has also collaborated with a number of high-profile brands and artists including partnerships with brands like Adidas, Timberland, and BAPE, as well as artists like Kid Cudi and Jay-Z.

The brand is also no stranger to the Web3 space, having collaborated with communities like the Micah Johnson's AKUVERSE, and additionally launching its own Web3 arm BB3 – which just days ago released its first digital-based wearables.

Through its upcoming release with Doodles, BBC is continuing its efforts to find the same relevance and community that it has built over nearly the last two decades in the pop-culture realm.

"BBC ICECREAM is excited to announce a special ICECREAM x Doodles capsule collection, releasing first at the Doodles pop-up at Something in the Water 2023. Designed collaboratively with Doodles artist Burnt Toast, this capsule takes our iconic ICECREAM graphics and characters, and reimagines them within the Doodles universe," Greg Tocsin, Creative Director, Web3 BBC ICE CREAM.