{"id":900184,"date":"2026-10-05T14:38:33","date_gmt":"2026-10-05T14:38:33","guid":{"rendered":"https:\/\/popupagency.com\/?p=900184"},"modified":"2026-10-05T14:38:33","modified_gmt":"2026-10-05T14:38:33","slug":"deadmau5-x-mclaren-a-partnership-across-store-and-street","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/05\/deadmau5-x-mclaren-a-partnership-across-store-and-street\/","title":{"rendered":"deadmau5 x McLaren: a partnership across store and street"},"content":{"rendered":"\n<style>\n.pua-blog-article{max-width:780px;margin:0 auto;text-align:left;font-family:var(--e-global-typography-text-font-family,\"Radio Canada\"),sans-serif;font-size:18px;line-height:1.75;color:inherit}\n.pua-blog-article *{box-sizing:border-box}.pua-blog-article p{margin:0 0 1.25em}\n.pua-blog-article h2{font-family:var(--e-global-typography-primary-font-family,\"Radio Canada Big\"),sans-serif;font-size:clamp(25px,3vw,34px);line-height:1.2;letter-spacing:-.02em;text-transform:none;margin:2em 0 .7em;color:inherit}\n.pua-blog-article h3{font-size:21px;line-height:1.35;text-transform:none;margin:1.5em 0 .6em;color:inherit}\n.pua-blog-article a{color:inherit;font-size:inherit;text-decoration:underline;text-underline-offset:4px}.pua-blog-article a:hover{font-size:inherit;color:inherit}\n.pua-blog-article a:focus-visible{outline:3px solid #d6e540;outline-offset:5px}\n.pua-blog-article .pua-answer{font-size:1.16em;line-height:1.6}.pua-blog-article .pua-context{font-size:14px;line-height:1.6;opacity:.8;border-bottom:1px solid #424242;padding-bottom:20px}\n.pua-blog-article figure{margin:30px 0}.pua-blog-article img{display:block;width:100%;height:auto;border-radius:12px}.pua-blog-article figcaption{font-size:14px;line-height:1.5;opacity:.8;margin-top:12px}\n.pua-blog-article .pua-brief{padding:24px;border:1px solid #555;border-radius:14px;margin-top:35px}.pua-blog-article .pua-brief h2{margin-top:0}\n.pua-blog-article ul{padding-left:1.3em}.pua-blog-article li{margin-bottom:.6em}\n@media(max-width:600px){.pua-blog-article{font-size:17px}.pua-blog-article .pua-answer{font-size:19px}.pua-blog-article .pua-brief{padding:20px}}\n<\/style>\n<div class=\"pua-blog-article\">\n<p class=\"pua-context\">Project location: London, UK \u00b7 Prepared by POPUP from the project archive in October 2026.<\/p>\n<p class=\"pua-answer\">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.<\/p>\n<h2>How can an artist partnership connect different physical touchpoints?<\/h2>\n<p>An artist partnership becomes more memorable when fans can encounter it on the street, in a store and around the music.<\/p>\n<p>Build on Joel\u2019s genuine connection to McLaren, bringing ISHU-wrapped cars, an Axel Arigato store takeover and music moments into one London program.<\/p>\n<figure><img loading=\"lazy\" src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/09\/pua-work-mclaren-deadmau5.webp\" alt=\"The custom-wrapped McLarens together during the London takeover.\" loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\"><figcaption>The custom-wrapped McLarens together during the London takeover.<\/figcaption><\/figure>\n<h2>Bring the partners into one world<\/h2>\n<p>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.<\/p>\n<h2>Give the collaboration a physical home<\/h2>\n<p>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.<\/p>\n<h2>Carry the identity into the city<\/h2>\n<p>The central design challenge was creating wraps that excited every collaborator while working with ISHU\u2019s anti-paparazzi technology. The finished cars carried that identity through London\u2019s hotspots, connecting the store takeover with shows and street-level appearances.<\/p>\n<h2>The planning lesson<\/h2>\n<p>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.<\/p>\n<h2>Who delivered the experience<\/h2>\n<p>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.<\/p>\n<p>McLaren participated as sponsor and collaborator. Store takeover with Axel Arigato; vehicle treatment with ISHU.<\/p>\n<h2>What the experience made possible<\/h2>\n<p>McLaren, deadmau5 and ISHU came together through custom vehicles, a store takeover and live London moments.<\/p>\n<h2>Project questions<\/h2>\n<h3>Where did the experience take place?<\/h3>\n<p>deadmau5: London, UK.<\/p>\n<h3>What was the delivery scope?<\/h3>\n<p>Partnership development; Brand collaborations; Retail space design; Vehicle design; Takeover production.<\/p>\n<h2>Explore related work<\/h2>\n<ul><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/puma-presents-808-day-sneaker-launch-event\/\">PUMA \u00d7 Roland project story<\/a><\/li><li><a href=\"https:\/\/popupagency.com\/index.php\/2026\/10\/01\/futurehive-soho\/\">Future project story<\/a><\/li><\/ul>\n<h2>Further reading<\/h2>\n<p>For the wider event and campaign context:<\/p><ul><li><a href=\"https:\/\/essentiallypop.com\/epop\/2018\/11\/deadmau5-announces-london-pop-up-lots-of-stuff-in-a-store\/\">Essentially Pop: deadmau5 announces London pop-up \u2018lots of stuff in a store\u2019<\/a><\/li><li><a href=\"https:\/\/theishu.com\/pages\/ishu-x-mclaren\">ISHU: ISHU \u00d7 McLaren<\/a><\/li><\/ul>\n<aside class=\"pua-brief\">\n<h2>Planning a similar experience?<\/h2>\n<p>Tell us who you want to reach, where the experience needs to happen and what you want guests to do. We can help connect the idea with the space, production and operating plan.<\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Talk with POPUP about your brief<\/a><\/p>\n<p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services<\/a> \u00b7 <a href=\"https:\/\/popupagency.com\/index.php\/blog\/\">More ideas from the work<\/a><\/p>\n<\/aside>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Custom-wrapped McLarens, an Axel Arigato store takeover and a series of London moments connected deadmau5\u2019s music with fashion, design and fan culture.<\/p>\n","protected":false},"author":4,"featured_media":15524,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[51],"tags":[],"class_list":["post-900184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>deadmau5 x McLaren: a partnership across store and street | POPUP<\/title>\n<meta name=\"description\" content=\"Custom-wrapped McLarens, an Axel Arigato store takeover and a series of London moments connected deadmau5\u2019s music with fashion, design and fan culture.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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