Blockbuster Video is coming back from the dead—as a Millennial-focused pop-up shop.

Baby Boomers are actually more sensitive than Millennials. Streetwear brand Dumbgood focuses on ‘90s and early 2000s properties, and is capitalizing on nostalgia with a pop-up and apparel collection featuring the Blockbuster logo, and iconic “Be Kind, Rewind!” mantra. Visitors who enter the pop-up are instantly immersed into a ‘90s-themed world full of VHS tapes and popcorn smells. YPulse has tracked how brands are taking advantage of nostalgia-focused collaborations, and found that 51% of young consumers would wear a vintage brand logo. (Yahoo! Finance)