AmEx Struck a Chord with Ed Sheeran Fans by Offering an Intimate Look at His Latest Album

The Subtract Pop-Up Experience traveled to New York City, Los Angeles, Dallas, Boston, and Chicago and included surprise performances by the artist at various locations.Photo: Mark SurridgeTo celebrate Ed Sheeran's new album, Subtract, American Express hosted a five-city tour from May 5-7. Inspired by Sheeran's song lyrics and music videos, The Subtract Pop-Up Experience—which traveled to New York City, Los Angeles, Dallas, Boston, and Chicago—allowed visitors to explore interactive installations referencing the album as well as witness surprise performances by the artist at various locations.

Camille Hackney, chief partnerships officer of Atlantic Records, explained that “the pop-up experience provided a unique outlet for [Sheeran] to share this deeply personal album with his fans, and it allowed him to reconnect with his fan base in the States just as he kicked off his stadium tour.”

She added that the singer wanted to be able to “pop in to the pop-up” to see his fans in as many cities as physically possible. So, based on his tour and album promotional schedule, the tour stops included NYC, LA, and Dallas, where Sheeran was able to perform.

“His impromptu live concerts at the pop-up experiences in New York, Dallas, and Los Angeles were pure magic and a great example of how we have deepened our relationship to create the epic moments and access one gets with AmEx,” said Shiz Suzuki, VP of global brand sponsorships and experiential marketing at American Express.

This installation was inspired by the setting from Annie Leibovitz’s photo of the singer journaling his lyrics. Journals were also placed on each desk where fans could share their own thoughts.Photo: LMG PhotoAs for the pop-up’s installations, Slaack Productions, which was tasked with the production and buildout of the experience, replicated moments from the album as well as Sheeran’s creative process, including the setting from Annie Leibovitz’s photo of the singer journaling his lyrics. Journals were also placed on each desk where fans could share their own thoughts. They were then sent to Sheeran’s team following the pop-ups.

Hallie Slade, co-founder of Slaack Productions, explained that pop-ups like this “are a direct extension of the artist and album, with the intention of offering the fans an IRL feeling and connection. I think the fans understand this and want to be a part of that experience that was made for them.”

American Express card members were also able to purchase an exclusive hooded sweatshirt co-branded with “The Subtract Pop-Up Experience” and personalized with the city they visited. A “Fast Track” checkout line was available for making purchases. Over 9,000 fans attended the pop-up experiences across the five cities.

“Although the activations were primarily the same in each city, the flow varied based on each shop’s layout and size,” Slade explained.

She added, “The biggest challenge from a production standpoint is simultaneously planning and designing the pop-up shops while conducting venue research at the same time. Once each venue was selected, we’d then need to go back to the drawing board on layout and sizing of each activation to be sure the flow worked well; logistics like ceiling heights, access points for determining whether Volvos would be placed inside or outside, and how to incorporate designs into the exterior of each space all played a large role in creating a cohesive yet unique experience across five cities."

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VENDORS
Brand Ambassadors: InCast Marketing
Chalk Art: Stacy Moffatt, JN Chalk & Co, Viv Jordan Studio, Amanda Paulson
Event Design & Production: SLAACK Productions
Fabrication: Treehouse Fabrication & Scenic, Pendulum Creative, Mecca Design, Square Design Inc.
Florals: Stella Bloom Designs, Dead Flowers, Marguerite Gardens, Rococo Floral Co., Kate Mcleod Studio
Paint-by-Number Installation: Paintable Pictures
Photo Booth: Classic Photo Booths
Photography: Pop Media LA, LMG Photo, Kelsey Fowler, JerSean Golatt, Nicole Chan
Rentals: Archive Rentals, Patina Rentals, Bowery & Bash, Sugar Creek Event Rentals, Kadeema
Signage: Prim & Pixie
Vending Support: Happy Belly Vending