Case Study: U2 ‘No Line On The Horizon’ Pop Up Installation
TARGET: U2 fans and influencers in the Los Angeles market
GOAL: To produce a unique, 24 hour only, pop-up store/gallery space promoting the release of U2's No Line on the Horizon.
PROGRAM: To celebrate the release of No Line on the Horizon and U2's history as one of the most creative bands in music, an experience based 'pop-up' gallery/store was built at Space 15 Twenty in Los Angeles. Only open for 24 hours, over 1200 visitors were treated to a true U2 visual experience, exploring the world of U2 through the lens of Anton Corbijn as well as the unique, exclusive opportunity to purchase the new record (as well as catalogue material) and receive a limited edition U2 lithograph plus a U2 t-shirt, silk screened live on-site. Attendees also had the opportunity to win the trip of a lifetime, seeing U2 in NYC, VIP style. Fans and influencers also flocked to an interactive photo booth, where they were able to become part of the No Line on the Horizon cover art and walk away with a photograph for keeps sake.
RESULTS: Heightened visibility for the release of the new record via an amazing, interactive, authentic experience for over 1200 people who attended the store/gallery. Successful partnerships with Amoeba Records, Edun, Star 98.7, Virgin American and Polite In Public amplified the in-store experience at every touch point within the space.