Ed Sheeran: No.6 Collaborations Project Pop-Ups

Fans display yellow No.6 Collaborations Project T-shirts inside the Ed Sheeran pop-up.

Visitors add colorful messages to the No.6 Collaborations Project chalkboard wall.

Black-and-white No.6 artwork wraps the windows of the Ed Sheeran pop-up in Houston.

Fans browse No.6 merchandise beneath blue lighting, trusswork and a mirrored disco ball.

A visitor poses beside the Ed Sheeran No.6 pop-up wall in Boston.

An album release, brought into the city

In summer 2019, POPUP partnered with Warner Music Group and Atlantic Records to turn Ed Sheeran’s No.6 Collaborations Project into a shared release-day experience for fans across the United States.

The pop-ups connected the album to the hometowns of its collaborators. Flagship experiences in New York and Los Angeles opened with listening parties, including a celebration hosted by Charlamagne tha God.

Coordinated from concept to opening

POPUP’s scope brought together experiential design, celebrity collaboration, venue sourcing and build, custom fabrication, project management and multi-city touring logistics.

A coordinated opening brought fans together around the music and exclusive collaboration merchandise from streetwear brands including Rhude, KidSuper and Chinatown Market. The program reached New York City, Detroit, Los Angeles, Boston, Seattle, Houston, Dallas, Atlanta, Chicago and Philadelphia.

Music, fashion and local fan communities

The campaign gave fans a physical place to celebrate the release, connecting the album’s collaborative spirit with merchandise, listening experiences and local communities through a cohesive national program.

Read the original WWD coverage of the No.6 pop-ups. Explore another chapter of the artist relationship in the Equals fan bus tour, or learn about our experiential design and production services.

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