We collaborated with Slaack Production to help bring to life the Sydney pop-up experience for Harry Styles’ new album Kiss All the Time. Disco, Occasionally.
As part of a global rollout spanning multiple countries including the UK and Japan, each region worked with its own local agency while following a consistent visual direction. Our focus was on delivering the Sydney pop-up experience on Oxford Street, ensuring it aligned with the global creative while responding to the local context.
The result was an immersive and visually engaging space that allowed fans to connect with the album in a tangible, playful, and memorable way.
What the client needed
The client required a visually impactful pop-up experience that could be rolled out globally, with each country executing the same artwork and creative direction via their local agency.
For Sydney, the pop-up experience needed to reflect the album’s bold aesthetic while being tailored to the Oxford Street location. It had to be immersive, engaging, and highly shareable, encouraging fans to explore and capture the moment.
The activation also needed to include retail offerings, from CDs and vinyl to merchandise such as tote bags, keychains, and hoodies, and it had to be practical to install within a tight timeline while maintaining high-quality execution.
From Album to Atmosphere
We approached the Sydney pop-up experience by considering how to translate the album’s globally consistent visual identity into a physical environment that felt immersive, playful, and locally relevant. With each country working from the same artwork, it was important to maintain a cohesive look while adapting for Oxford Street.
The album title Kiss All the Time. Disco, Occasionally inspired a balance of bold expression and whimsical details. We explored how layout, scale, and materials could create visual impact while guiding fans through an interactive journey. Elements like a greenhouse-inspired area, tomato wallpaper, and the huge kiss disco lock introduced playful and unexpected moments. These features, combined with interactive touch points, encouraged fans to engage and capture content, creating memorable and shareable experiences that extended beyond just visual appeal.
How we activated
Working closely with Slaack Production, we brought the Sydney pop-up experience to life on Oxford Street with careful planning and efficient installation. The global artwork was applied across key surfaces, ensuring consistency with other international locations.
The pop-up experience encouraged movement and interaction, allowing visitors to explore immersive spaces, take photos, and engage with playful elements. A standout feature was the greenhouse-inspired area, complete with real tomatoes, tomato wallpaper, and a huge kiss disco clock, creating a highly shareable and memorable moment.
The space also included a curated retail offering, featuring CDs, vinyl, and merchandise ranging from tote bags and keychains to hoodies, giving fans the opportunity to take a piece of the experience home. A TV screen connected Sydney fans with fans in Japan, creating a real-time shared interaction and reinforcing the global nature of the campaign.
