Turner Classic Movies has opened a brick-and-mortar retail outlet in Los Angeles, the network announced Monday. In the Picture is described as an “experimental marketing venture” that sells classic movie memorabilia. The store, located in the upscale The Grove shopping center, marks TCM’s first foray into retailing. The store will not necessarily become a permanent fixture, however. In the Picture is a “pop-up storefront”-a tentative seasonal venture that exists for a limited time.

“This endeavor is another way for us to bring the classic films we show on the network to life,” said Tom Karsch, executive VP and general manager, TCM. “With this exhibit, we’ve created an environment for people to experience classic films in a way nobody has done before.”