Spotify highlighted the release of a French vocalist's album with a physical pop-up event, made possible by Storefront, offering guests exclusive services and performance from the artist

Just months after hosting Ariana Grande's immersive and exclusive Sweetener pop-up in New York City, Spotify used a similar approach to launch the latest album from French R'n'B singer Aya Nakamura. The pop-up store, which was active for one day only in France, allowed fans access to nail and makeup treatments, as well as a concert by the artist herself and exclusive album related content.

The event was made possible by Storefront, an open-share marketplace that helps retailers implement popup shops by providing short-term rental spaces. As the vast majority of Spotify's business is based in digital, and the desired locations for popups can vary drastically, Storefront's services allow the flexibility to handpick the spaces that best suit each new project, and for as short or long of a period as is necessary to achieve the set goal. Paris-based YARD Agency was responsible for the creative conceptualization and production of the event.

Spotify hoped to complement the release of Nakamura's album with a physical event or exhibit that would positively affect digital sales and streams—and in the 24 hours following its release, the artists' album received 2.4 million streams.

Spotify

Storefront

Just months after hosting Ariana Grande's immersive and exclusive Sweetener pop-up in New York City, Spotify used a similar approach to launch the latest album from French R'n'B singer Aya Nakamura. The pop-up store, which was active for one day only in France, allowed fans access to nail and makeup treatments, as well as a concert by the artist herself and exclusive album related content.

The event was made possible by Storefront, an open-share marketplace that helps retailers implement popup shops by providing short-term rental spaces. As the vast majority of Spotify's business is based in digital, and the desired locations for popups can vary drastically, Storefront's services allow the flexibility to handpick the spaces that best suit each new project, and for as short or long of a period as is necessary to achieve the set goal. Paris-based YARD Agency was responsible for the creative conceptualization and production of the event.