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
Challenge
Journey studio 59 partnered with Spotify and Atlantic Records to create a one-night-only immersive album launch for Ed Sheeran’s new record, Play, at Lightroom in London.
Solution
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.
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
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.
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.
Impact
900+
Super Fans in Attendance
#1
Album – UK Official Albums Chart
500m +
Stream in Launch Week