Project location: ROW DTLA · Los Angeles, CA · Project context: 2019 · Prepared by POPUP from the project archive in October 2026.
I Wish became a place fans could inhabit at ROW DTLA. Red drapery, rugs and release details gave Hayley Kiyoko's Los Angeles experience a theatrical mood, with merchandise and personal fan encounters inside the same world.
How can an artist pop-up translate a release's atmosphere?
Fans connect with the atmosphere around a release as well as its sound. Bringing that atmosphere into a room gives them a new way to explore it together.
Make the setting feel like an invitation into I Wish. Red drapery, layered interiors, release details and merchandise created a shared space that could hold both quiet discovery and personal fan encounters.
Make the invitation unmistakable
Hayley’s name on the entrance announced the experience from the street. Inside ROW DTLA, the temporary destination gave fans somewhere to arrive, meet and step into the release’s world.
Translate the mood into a room
Red curtains, rugs and styled details created a theatrical interior. Guests could inhabit the scene together, turning the environment into part of the experience rather than a backdrop to pass through.
Let the details lead to discovery
Release artwork, props and I Wish apparel carried the identity through the interior. Merchandise was presented as part of that setting, connecting the collection with the world visitors had come to explore.
Leave room for a personal moment
The draped photo setting let friends become part of the scene. Original photography also records Hayley meeting fans, giving the experience a personal connection to the artist at its center.
The planning lesson
Choose a small set of atmospheric cues and carry them through the room. Give friends somewhere to share a moment without blocking merchandise discovery or artist encounters. The mood should shape the visit while the layout supports its practical needs.
Who delivered the experience
POPUP helped bring I Wish into a physical setting, connecting the immersive environment, branded details and merchandise presentation for the temporary experience.
Artist and release: Hayley Kiyoko · I Wish. Original event photography: Jonathan Schwartz. The event walkthrough remains available alongside the photographs.
What the experience made possible
The theatrical setting connected I Wish with merchandise discovery and personal encounters with Hayley Kiyoko.
Project questions
Where did the experience take place?
Hayley Kiyoko: ROW DTLA · Los Angeles, CA.
What was the delivery scope?
Immersive pop-up production; Branded environment; Merchandise presentation; Fan experience.
Explore related work
Further reading
For the wider event and campaign context:
