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Queensbridge, brought into Sony Square.
In April 2019, POPUP worked with Nas and Sony Music to celebrate the anniversary of Illmatic, originally released in 1994. The New York experience invited fans to step into the neighborhood, imagery and stories behind the album.
A record you could walk through.
A basketball court inspired by Queensbridge, a graffiti-lined alley and a subway-car viewing environment translated the album’s world into a physical journey. Memorabilia, listening moments and displays drawn from references in the lyrics gave visitors different ways to connect with the music.
POPUP brought the concept into the space through experiential design, fabrication and event production. The opening brought Nas, AZ, collaborators and guests together, with partners including Sweet Chick and Hennessy. Mass Appeal’s concert film, Nas Live from the Kennedy Center, extended the listening experience through screenings.
A shared place in music history.
The pop-up made the album’s cultural context tangible. Longtime listeners could revisit familiar references, while a new audience could discover the record through its setting, objects and community.
Planning an artist-led pop-up or a cultural launch? Explore our pop-up experience design and production to connect the creative idea with the space and opening-day plan.
Read The Source’s original April 2019 report ↗
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