The album became a journey.
For the launch of Ed Sheeran’s Equals album, POPUP partnered with Warner Music Group and Atlantic Records to create a fan listening experience that moved through New York City.
Designed around the artist’s story.
We wrapped a double-decker bus in the album artwork and shaped the interior around the record’s atmosphere. A selected group of local fans joined a route beginning in Times Square, visiting favorite food stops and places connected to Ed’s early performances in the city.
The project connected vehicle design and fabrication, route planning, guest experience, on-site production and content capture. The final stop was Irving Plaza, where Ed surprised the group with an intimate acoustic performance.
A release with a personal connection.
Music, place and an unexpected artist appearance turned the launch into a shared memory. The city became part of the story, giving fans a closer connection to the album and the person behind it.
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