Project location: Brooklyn, NY · Project context: 2019 · Prepared by POPUP from the project archive in October 2026.
A catalog becomes personal when someone finds their record. Sony Music's Certified experience at CultureCon used the familiar rituals of a record shop to give guests their own route into the music.
How can a music catalog become an interactive brand experience?
A music catalog is richer than a list of titles. Album artwork, listening rituals and shared memories give people different ways to find their way into it.
Recreate the spirit of a neighborhood record shop within the conference. Make the music tactile through vinyl, turntables and familiar details, then invite guests to become part of the scene.
Build a place with a point of view
A freestanding structure, brick-effect exterior and Certified signage gave the activation a storefront identity. Inside, album artwork and vintage music graphics established the atmosphere of a record shop.
Let people find their own soundtrack
Customized turntables, headphones and records created a hands-on listening area. Browsing vinyl and exploring the catalog gave guests an experience they could shape around their own tastes.
Make discovery a shared experience
A DJ photo moment, record displays and brand ambassadors gave visitors different ways to participate. The completed space brought guests together around the music throughout the CultureCon day.
The planning lesson
Give guests different entry points into a large collection. Artwork invites browsing, headphones create a private listening moment and a shared photo setting adds a social layer. Keep those choices connected to the catalog rather than treating participation as a separate attraction.
Who delivered the experience
POPUP coordinated the branded environment, production and on-site hosting for Sony/Certified. The work combined physical build elements, music displays and listening touchpoints with the team supporting guests during the event.
Created for Sony Music / Certified at CultureCon. The experience offered browsing, listening, photo moments and giveaways; it was not a merchandise-sales program.
What the experience made possible
The record-store environment invited visitors to browse, listen and rediscover Sony Music’s artists through a setting rooted in music culture.
Project questions
Where did the experience take place?
Sony Music / Certified: Brooklyn, NY.
What was the delivery scope?
Branded environment; Activation production; Listening experiences; On-site hosting.
