Recount the story behind the launch of Tony Effe’s new album, “Icon”, by creating an immersive pop-up in a bustling location in the heart of Rome.
Create a space that would serve as a place of worship for one week, where fans could pay homage to the latest rising star of the music scene, who previously performed with Dark Polo Gang. The aesthetics of the interior furnishings reflected the canons of religious and Catholic imagery, constructed as a 6x3m temporary store installed inside Rome’s Termini train station. The set-up was enhanced with a series of distinctive elements: Easter eggs linked to the featuring artists and collaborations found in the album. During activation week, fans had the chance to hear spoilers of several tracks and take part in collective pre-release listening sessions held the day before the album launch.