TAYLOR SWIFT -
THE LOVER EXPERIENCE
Pop up store and album launch
ROLE: Executive Producer
CLIENT: Universal Music
LOCATION: New York, NY
Lover is Taylor Swift's seventh album and was debuted with 'Secret Sessions' for fans ahead of launch in London, Nashville and Los Angeles.
The full launch in New York City's Meatpacking District saw the creation of The Lover Experience, which kicked off the release with a live stream to YouTube, exclusive fan Q&A and the opening of a pop up store showcasing a limited run collection designed by Stella McCartney.
Owing to the need for secrecy, this was an exceptionally tight turn around of two weeks from initial concept to delivery, and required strict controls on disclosure to ensure no details leaked ahead of opening.
After building the initial 3D model of the venue, I coordinated designs and revisions for submission to Taylor's management for approval. With those approved, I worked with the fabricator to produce a detailed scope of work and timeline for the custom fabricated elements such as hanging clouds, POS, and display cases for Taylor's outfits.
The next step involved working with the engineers and architects to obtain fire marshal approval and engineering stamps, which inevitably results in a few last minute adjustments to the designs and the space planning.
A number of elements within the pop up store were sourced from Taylor's repository of props from past music videos and awards performances, which included a 1,200lb sequined butterfly butterfly, three London phone boxes, and valuable costumes. I coordinated the transport, refurbishment and install of these items, leading an onsite production team for a 3 day install. I additionally led the procurement of non-custom items, and customization of those items to fit the event color palette.
Additional elements such as exterior graphics were coordinated onsite at the last possible moment to ensure maximum secrecy, working with trusted vendors.
Lover debuted atop the US Billboard 200 chart, moving 867,000 units in its first week with the Lover Experience receiving extensive coverage across media channels to promote the launch.