The first Beats by Dr. Dre store has opened in Lower Manhattan on 67 Green Street. Dr. Dre, Jimmy Iovine, Will.i.am, and Beats Electronics President and COO Luke Wood were all on hand to celebrate the pop-up store's grand opening Thursday.

“Beats has a history, so doing it in SoHo — which has a history of being creative and on the edge — is where Beats should be,” Wood explained to the New York Post. “We want [the customer] to understand the idea behind Beats, the emotion of sound, the feeling of sound, we want them to understand it’s about the emotional art effect, it’s like music, film, a comic book, Beats is cultural, it’s relevant, it’s real. We want people to learn about why it sounds that way, the narrative. It’s really a way to tell our sound story.”

Iovine also pointed out the store will help deter bootleggers from selling knock-offs of the high-end headphones.

“One of the things we care about the most is stopping the people making bootlegs, which are of inferior quality and helping the people who are getting ripped off. There are only a certain amount of dealers that carry our stuff, we don’t sell them to everybody. With this store and the Beats website, we have a place where people can get them legitimately,” Iovine said.

The Beats by Dr. Dre store will be open through January 15th and give customers that chance to try out and buy the full line of Beats products, including the Solo, Studio, Pro, and Wireless versions of the popular headphones as well as other merchandise.