Turning Olivia Rodrigo’s Album into an Immersive Pop Culture Moment

The Olivia Rodrigo Guts Gallery was a creatively curated brand experience, designed in partnership with Universal Music, American Express and Interscope Records to promote the pop sensation’s sell-out Aussie tour and draw people into the visceral world of her album Guts.

Part immersive brand activation, part retail pop-up, we wanted it to be a bold, playful, fun, shareable purple playground, and give fans the ‘feels’. An infinity moon room replicated Olivia’s live stage show set, a grungy wash room enabled people to write her personal messages on the walls, a styled backstage area gave an elusive glimpse into her life ‘on tour’ and two pop-up shops sold exclusive merchandise.

A 3 day consumer experience saw over 5000 people come through the doors and a record numbers of branded merchandise sold.

The Amex VIP evening, saw 250 lucky fans, PR, Media and Influencers meet the pop star herself, and get an exclusive tour of the experience!