March 6-8, bright outfits, long lines and exciting laughter filled sidewalks across major cities as pop star Harry Styles’ fans gathered for an international series of pop-up shops in celebration of his newest album “Kiss All the Time, Disco, Occasionally.” The temporary spaces offered fans the opportunity to step into the visual world that illustrates Styles’ newest album. Instead of relying on online promotions of the album through streaming and social media, the artist brought the idea of an in-person experience for different communities globally.
“I honestly love the idea of making pop-up shops around the world because it gives people the opportunity to connect with those in the same community created by an artist – especially if you weren’t fortunate enough to get tickets to their concert. I see them [videos about pop-up shops] relatively frequently when artists release a new album to promote it. Specifically, for this pop-up, I learned about it through Instagram. I really like the idea because it brings fans together to celebrate and provides a good opportunity to get merchandise,” magnet senior Mia Diaz said.
Cities across the world welcomed the weekend shop in London, Tokyo, and Paris, along with several locations across the U.S. American fans held the opportunity to visit pop-ups in Los Angeles, Chicago, New York City and Atlanta. Each of these locations only operated for three days, which led fans to show up as early as 6 a.m. to wait patiently in entry lines. In certain cities, cardholders from American Express gained access to a separate express line, allowing earlier entry, shorter waits for merchandise and opportunities for exclusive photos.
A majority of the pop-ups also included colorful backdrops designed for fans to take photos. Massive photos and album-inspired decorations filled the spaces and created backgrounds for visitors to pose with friends. Fans pulled out digital cameras throughout the shop to capture pictures and short videos of the event. The photos quickly spread across social media platforms, allowing fans worldwide to experience the excitement if they did not receive a pop-up in their city.
In Atlanta, the pop-up shop found a home in the city’s Midtown area. The temporary store opened at Cam Kirk Studios near the Atlanta Beltline in the Old Fourth Ward neighborhood. This location placed the event in a busy pedestrian area where locals and visitors alike regularly gather. The lively area and surrounding restaurants created a festival-like atmosphere as fans lined up outside the studio throughout the weekend.
“We have seen so many people lined up on Friday and Saturday so far. Even when it was pouring, fans were happily waiting outside for their turn in line, and I thought it was the coolest thing ever. I listen to Harry myself, and so I loved seeing people come in dressed like his past albums or in his older merch. It is so unique to have such a fan base that can come together and wait hours in rain or sun to just take some photos and celebrate Harry’s return to music,” an employee at the pop-up said.
Crowds began forming early each day as fans waited for their turn inside the shop, and lines felt especially lengthy as numerous visitors traveled from other cities around Georgia to join this exciting experience. Countless fans arrived dressed in colorful clothing inspired by Styles’ signature fashion choices, such as feather boas, bright sunglasses and vintage-style outfits. The bright atmosphere along the beltline turned the line itself into a key part of the event.
Inside the studio, merchandise displays filled the space with bright colors and photos inspired by the album. Fans browsed through racks of exclusive apparel while the merch lines filled with exhilarated buyers. Limited quantities of clothing brought excitement, leading visitors to quickly search for their favorite pieces before items sold out. Conversations about the album and upcoming concerts filled the room as shoppers moved through the displays.
Photo opportunities also drew attention from visitors throughout the weekend event. Album-themed decorations and huge posters created a visual setting for fans to gather for pictures. Groups of friends paused to capture the moment before leaving the shop with their hands full of new tote bags and apparel. Phones remained raised across the room as visitors decided to vlog and document their time at the pop-up.
The Atlanta event carried special meaning for local fans as Styles last performed or held an event in the city several years ago. Although the pop-up offered no live performance, the gathering still brought fans together in a shared celebration where speakers blasted his new album all around the shop. Conversations about past concerts and the future New York residency continued along the beltline throughout the weekend. Even though the temporary shop only lasted three days, the experience left fans with memories tied to this new chapter in Styles’ career.
