DEADMAU5: Pop-Up Takeover ft. McLaren

A branded orange McLaren parked outside the deadmau5 pop-up at night.

Visitors browsing art and red-and-black jackets inside the deadmau5 pop-up.

Vehicle sketches and graphic artwork laid out for the deadmau5 collaboration.

A line of visitors outside the illuminated deadmau5 pop-up storefront.

deadmau5 apparel displayed beside gaming stations inside the pop-up.

Branded McLaren cars outside the pop-up with raised doors and headlights on.

A visitor wearing an oversized mouse-head helmet outside the deadmau5 pop-up.

A group taking a selfie at the pop-up signing table.

A yellow mouse-head helmet displayed with gaming controllers.

A music CD being signed at the deadmau5 pop-up.

Visitors posing with artwork and a red mouse-head helmet inside the pop-up.

An artist’s world, beyond the stage.

Across collaborations with deadmau5 and his team, POPUP brought the artist’s visual and musical world into pop-ups and fan experiences in Los Angeles, New York, London and Colorado.

A recognizable world in each city.

The experiences combined meet-and-greets, a mau5head gallery, art installations, limited-edition merchandise and interactive music powered by Specdrums. The Cube V3 McLaren carried another recognizable part of the artist’s identity into the environment.

POPUP connected experiential design, retail presentation, local production and fan programming. Each chapter offered its own setting while retaining the humor, imagery and community surrounding deadmau5 and mau5trap.

From the store to the soundtrack.

The London takeover connected McLaren, ISHU and deadmau5 through merchandise, appearances and music. A curated Powered by McLaren playlist extended the collaboration beyond the shop. Other chapters followed the Cube V3 tour and Day of the deadmau5, preserving a continuing relationship with fans.