After teasing fans via a mysterious video on Instagram with only the details “05.05.17,” it has now been confirmed that London-based label Palace will be opening up a store in New York City. The new retail location comes two years after the brand launched its London flagship space, which has since seen a slew of sold-out releases and exclusive items. Palace’s tongue-in-cheek visuals and narrative shines through in all its glory via this new video, tapping Jonah Hill who was also featured in the Reebok collaboration video, as well as Leo Fitzpatrick, where the two actors come across a giant morphing “P.” Watch the announcement visuals above and stay tuned for the exact location.