Project location: West Hollywood, CA · Project context: 2019 · Prepared by POPUP from the project archive in October 2026.
A concert has a beginning and an end. A fan destination gives the artist's world another rhythm. The Los Angeles Cube V3 pop-up brought deadmau5's identity into a retail and community setting beyond the performance.
How can a tour pop-up extend an artist's world beyond the stage?
The relationship between an artist and a fan does not begin and end at the stage door.
Create a place for the community to gather and participate during the Los Angeles shows.
Build a clubhouse for the run
The Sunset Strip location became a place to visit before and between shows, bringing the look and energy of Cube V3 into a retail setting.
Let fans take part
Exclusive merchandise sat alongside the Bring Your Own Mau5head gallery and interactive Sphero Specdrums. The space gave visitors something to do together, beyond shopping.
The planning lesson
Give the daytime experience a job of its own. Merchandise, encounters and the room's atmosphere should reward the visit even when a guest's show happens later. Coordinate the pop-up with the concert calendar while designing its arrival and circulation separately.
Who delivered the experience
POPUP produced the physical fan experience, connecting the retail environment, programming and brand partners into one destination.
Project questions
Where did the experience take place?
deadmau5: West Hollywood, CA.
What was the delivery scope?
Pop-up production; Retail environment; Fan programming; Partner integration.
