Adam Sandler's Uncut Gems Opens Shimmering Pop-Up in New York's Diamond District

A24 takes over a jewelry store in advance of the film's opening

A24, the producers of the new Adam Sandler film Uncut Gems opened an experiential marketing exhibit at a New York jewelry store in advance of the movie’s nationwide release on Christmas Day. A replica of the KMH Gems & Jewelry shop included a temporary tattoo station, a wig worn by The Weeknd and jewel-encrusted Furbies (based on a plotline in the movie). Watch this video to see what else is shimmering in New York’s Diamond District.

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