FIRE + EARTH
Warm elemental retail zones built around the record
DUA LIPA,
RADICAL OPTIMISM
Two short-run merch stores turned tour energy into immersive,
multi-sensory fan retail across Sydney and Melbourne.
A tour stop lasts one night. A shop lets the album stay in the city for a week - and lets fans walk inside it.
Four elemental zones made
the album world physical
AIR + WATER
A sound pool and mirrored walls fans could step into
FAN PARTICIPATION
A lyrics booth and a message wall people wrote on
Two cities, two tightly timed builds
Custom visual merchandising, a lyrics booth, sound pool and mirrored message wall invited fans to browse, play and stay inside the Radical Optimism world.
POPOLOGY
MUSIC RETAIL
A FAN DESTINATION ON YORK STREET
A five-day public run in the Sydney CBD paired exclusive tour merchandise with interactive moments, launch-night energy and a visible shopfront on a main pedestrian route.
Outcome
Five public trading days inside a seven-day hire
65 York Street, Sydney.
POPOLOGY
IMMERSIVE BUILD
AN ALBUM YOU COULD WALK THROUGH
Four elemental zones turned a plain retail floor into the record's own world, with custom merchandising and set pieces built for a run measured in days rather than months.
Outcome
Nine hire days in Melbourne, one creative world across both cities
Sydney and Melbourne.
HOW SPACENOW HELPED
1
Venue sourcing
Brand-ready shopfronts found and contracted in two cities against a fixed tour window.
2
Site visits
Access mapped with the production team before anything was built, so the plan matched the room.
3
Services check
Power, HVAC and amenity requirements checked against the production spec ahead of load-in.
4
Access and trading
After-hours launch support, then load-in and bump-out coordination at both ends of the run.
Tell us what you're trying to build
Dates, city, and roughly what you need. We'll come back with venue options and a plan for access, load-in and trading hours.
16
Combined Hire Days
5
Sydney Public Days
2
Cities Activated
Start an enquiry
Tell us about your activation. We'll come back to you within 24 hours with spaces, questions and a path forward.
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