Project location: Los Angeles, CA · Project context: 2018 · Prepared by POPUP from the project archive in October 2026.
The Demon Dayz merchandise headquarters had its own world beneath the stadium. A cantina-inspired buildout and custom Gorillaz convertible gave fans something to explore on their way to the collection.
How can a festival shop become part of the artist's universe?
When the store is part of the artist’s universe, merchandise becomes one reason to visit; not the whole experience.
Make the festival’s merchandise HQ a destination of its own: a cantina-inspired world beneath the stadium with a custom Gorillaz car outside.
Build a world beneath the stadium
A cantina-inspired buildout transformed the space below the stadium into a distinctive Gorillaz destination on the festival grounds.
Let the experience spill outside
The custom Gorillaz convertible and surrounding touchpoints gave fans a reason to explore before entering the merchandise HQ.
The planning lesson
Treat the approach to the shop as part of the design. Exterior references can establish the artist's world before visitors enter. Inside, merchandise access and guest movement still need a clear plan suited to the festival setting.
Who delivered the experience
POPUP designed a thematic buildout beneath the stadium, bringing a border-town cantina atmosphere to the festival’s merchandise headquarters. A custom Gorillaz convertible outside and playful touchpoints extended the artist’s world beyond the shop.
What the experience made possible
The merchandise destination gave fans another way to connect with Gorillaz and carry the event’s identity beyond the festival.
Project questions
Where did the experience take place?
Gorillaz: Los Angeles, CA.
What was the delivery scope?
Thematic experience design; Festival retail buildout; Fan touchpoints; Merchandise environment.
Explore related work
Further reading
For the wider event and campaign context:
