Project location: Brooklyn, NY · Project context: 2020 · Prepared by POPUP from the project archive in October 2026.
An artist residency can become a broader city encounter when fans have somewhere to meet outside the venue. deadmau5's Brooklyn Cube V3 pop-up gave the New York run a daytime destination.
What role can a pop-up play during an artist's city residency?
A residency can become a citywide encounter when there is a place for fans to meet outside the show.
Give the New York run its own daytime fan destination.
Take the experience offstage
The Brooklyn space brought merchandise, artist encounters and the mau5trap community together while Cube V3 played its residency.
The planning lesson
A residency creates recurring patterns of arrivals and departures. Plan the store's hours, staffing and guest experience around those patterns. The pop-up can connect the community across show days while keeping its own retail service clear and welcoming.
Who delivered the experience
POPUP helped bring the artist’s world into a physical retail and fan environment during the Brooklyn residency.
Project questions
Where did the experience take place?
deadmau5: Brooklyn, NY.
What was the delivery scope?
Pop-up experience; Retail production; Fan engagement.
