Client
Spotify
Location
London, UK
Collaborators
Atlantic Records
Ed Sheeran
Lightroom
Sector
Brands, Entertainment, Pop-Up Immersive Worlds
Services Provided
Strategy
Experience Masterplanning & Placemaking,
Story
Creative Concepting & Experience Mapping,
Narrative Development,
Scripting & Messaging,
Voice, Tone, Accessibility & Localization,
Filmmaking & Animation
Design
Immersive Media Design,
Sound Design,
Experience Design
Journey studio 59 partnered with Spotify and Atlantic Records to craft an immersive visual experience celebrating the launch of Ed Sheeran’s new album Play. Staged at Lightroom in London, the event transformed the venue’s 360-degree screens into a canvas of music, story, and emotion.
Designed as an intimate moment for Ed Sheeran’s super fans, the experience offered a rare window into his creative process.
We wove together new interview footage of Ed Sheeran reflecting on the journey behind the tracks with playful animations echoing his distinctive visual style, creating a narrative that felt both personal and larger than life.
To heighten the sense of exclusivity, six brand-new songs were brought to life through bespoke animations, turning each into a one-of-a-kind performance. The result is a fully integrated storytelling experience that blends sound, film, and animation design to deepen fans’ connection to the album and to Ed Sheeran as an artist.
Fans were surrounded by world-class audio and exclusive footage from Ed’s recording process, making for a multisensory journey into the creative heart of Play. – Spotify
The result is a production that feels timeless and timely, welcoming new audiences while rewarding devoted ones. If someone leaves thinking, “I didn’t know opera could feel like that,” then the work has done what it set out to do.
Results
900+
Super Fans in Attendance
#1
Album
500m +
Stream in Launch Week