Project location: Across the United States · Project context: 2019 · Prepared by POPUP from the project archive in October 2026.
An album arrives everywhere, but fans experience it where they live. Ed Sheeran's No.6 Collaborations Project gave that anticipation local storefronts, with a shared identity and coordinated retail delivery across the U.S.
How do you connect local stores around a shared album release?
A release may happen everywhere at once, but fans experience it where they live. A local store gives that shared anticipation an address; and the community a reason to come together.
Open the doors together. Carry the No.6 identity across a network of temporary shops, then let merchandise, local teams and fan participation make each one feel like part of the release.
Give anticipation an address
The Seattle storefront carried the No.6 identity onto the street. Fans arriving and gathering outside made the release visible in the city before they reached the merchandise inside.
Make the shop work as a whole
The program depended on more than a recognizable facade. Merchandise presentation and staffed retail service had to work together across the venues, giving visitors a clear way to browse and buy.
Carry one identity across different spaces
The same No.6 identity took shape in different New York and Philadelphia storefronts. Branding connected the locations while each interior accommodated its own shop layout and visitors.
Let fans leave their mark
In Atlanta, a wall invited visitors to add their own messages. Alongside the collection and the shopping experience, this simple interaction made the store a place for fans to contribute to the day.
Connect the local stories
The master recap brings the national program together. Separate New York, Atlanta and Philadelphia films preserve the character of individual locations, from arrival and product discovery to the fans at the center of the experience.
The planning lesson
A simultaneous opening needs common standards and local ownership. Decide which assets, merchandise processes and reporting travel across the program. Each venue still needs a layout, arrival plan and team that can make the shared release work in its own setting.
Who delivered the experience
POPUP coordinated venue sourcing, store build-outs and retail operations across the simultaneous U.S. program.
Campaign for Ed Sheeran’s No.6 Collaborations Project. Seattle photography: Quinton Peters. City imagery is drawn from the original project recaps.
What the experience made possible
The No.6 campaign gave fans places to gather, discover the collection and take part in the release within their own communities.
Project questions
Where did the experience take place?
Ed Sheeran: Across the United States.
What was the delivery scope?
Venue sourcing; Store build-outs; Merchandise logistics; Multi-city retail operations.
Explore related work
Further reading
For the wider event and campaign context:
