olivia rodrigo

AllExperiential

Jun 16

olivia rodrigo

Pop-Up Park Experience

Objective

BRING OLIVIA RODRIGO'S NEW ALBUM TO LIFE IN THE MIDDLE OF LOS ANGELES—TURNING A MELROSE PARKING LOT INTO A FAN-POWERED DESTINATION BUILT FOR DISCOVERY, PARTICIPATION, AND SHAREABLE MOMENTS.

Campaign

LOCATED AT THE ICONIC CORNER OF MELROSE AVENUE AND LA BREA, OLIVIA RODRIGO'S THE PARK EXPERIENCE TRANSFORMED A PARKING LOT INTO A VIBRANT, IMMERSIVE POP-UP CELEBRATING THE RELEASE OF HER LATEST ALBUM. THE SPACE FEATURED ALBUM-THEMED INSTALLATIONS, INTERACTIVE DISPLAYS, EXCLUSIVE MERCHANDISE, AND FAN ACTIVITIES TIED TO THE ALBUM CAMPAIGN.

THE HAND-PAINTED MURAL FEATURED THE ALBUM COVER ARTWORK, CREATING A CLEAR VISUAL CONNECTION BETWEEN THE RELEASE AND THE PHYSICAL POP-UP. THE BRANDED BARRICADES AROUND THE SPACE WERE USED AS AN INTERACTIVE FAN WALL, GIVING VISITORS A PLACE TO WRITE MESSAGES AND ENGAGE WITH THE CAMPAIGN. TOGETHER, THESE OOH ELEMENTS HELPED DRAW ATTENTION TO THE ACTIVATION, ENCOURAGE PARTICIPATION, AND EXTEND THE CAMPAIGN BEYOND THE POP-UP ITSELF.

Results

THE PARK EXPERIENCE DREW THOUSANDS OF FANS TO MELROSE OVER THE COURSE OF THE POP-UP, WITH VISITORS LINING UP TO ENTER THE SPACE, SHOP MERCHANDISE, AND INTERACT WITH THE ALBUM-THEMED INSTALLATIONS. THE HAND-PAINTED MURAL AND FAN-WRITTEN BARRICADE BECAME KEY SOCIAL TOUCHPOINTS, GENERATING ORGANIC CONTENT ACROSS INSTAGRAM, TIKTOK, AND FAN ACCOUNTS WHILE EXTENDING THE CAMPAIGN BEYOND THE PHYSICAL EVENT.