Project location: London, UK · Prepared by POPUP from the project archive in October 2026.
The deadmau5 London program linked a real connection to McLaren with ISHU vehicle treatments and an Axel Arigato store takeover. Fans could encounter the partnership through fashion, design and the city itself.
How can an artist partnership connect different physical touchpoints?
An artist partnership becomes more memorable when fans can encounter it on the street, in a store and around the music.
Build on Joel’s genuine connection to McLaren, bringing ISHU-wrapped cars, an Axel Arigato store takeover and music moments into one London program.
Bring the partners into one world
deadmau5 was already a McLaren fan and customer. As POPUP worked with McLaren on a UK activation, that genuine connection became the foundation for the partnership. McLaren supplied cars, and POPUP brought the automotive brand, artist and ISHU into one London program.
Give the collaboration a physical home
The Axel Arigato store became a shared setting for the artist, collaborators and fans. POPUP coordinated the store partnership and space design, bringing product, visual identity and in-person encounters into the same environment.
Carry the identity into the city
The central design challenge was creating wraps that excited every collaborator while working with ISHU’s anti-paparazzi technology. The finished cars carried that identity through London’s hotspots, connecting the store takeover with shows and street-level appearances.
The planning lesson
Build the collaboration around a connection the partners can credibly share. Then agree on the visual language across vehicles, retail and live moments. Each touchpoint needs to work on its own while helping people recognize the same partnership.
Who delivered the experience
POPUP brought together the McLaren sponsorship, ISHU collaboration and Axel Arigato store takeover. The remit connected partnership development, space design, vehicle graphics and activation delivery into one London program.
McLaren participated as sponsor and collaborator. Store takeover with Axel Arigato; vehicle treatment with ISHU.
What the experience made possible
McLaren, deadmau5 and ISHU came together through custom vehicles, a store takeover and live London moments.
Project questions
Where did the experience take place?
deadmau5: London, UK.
What was the delivery scope?
Partnership development; Brand collaborations; Retail space design; Vehicle design; Takeover production.
Explore related work
Further reading
For the wider event and campaign context:
