Fans attending Florence + The Machine’s two shows at NYC’s Madison Square Garden on April 21 and 22 were greeted outside the venue with a whimsical pop-up inspired by the band.
The pop-up was hosted at the new permanent UMusic Shop in Penn Plaza, part of Universal Music Group’s (UMG) growing fleet of music-inspired retail shops. With fan culture continuing to build momentum, UMG is hoping to create spaces for a deeper connection between artists and their fans through these stores.
That connection was certainly on display on April 22, with lines to enter the shop snaking around the corner in advance of that evening’s show. For two days, the store was completely transformed into a curated space for fans to celebrate and share in the spirit of Florence + The Machine’s music, even if they weren’t able to attend the show itself.
An oversized floral installation, perfect for Instagram-worthy photo moments, sat alongside a reimagined vinyl wall and a personalized necklace station, where guests were invited to design their own custom choker inspired by Florence’s signature style. Exclusive merchandise for the pop-up included new tees, crewnecks and a hat featuring designs drawn directly from the Everybody Scream album artwork. In addition to the exclusives, UMG also brought in a selection of always-sold-out merch from the group’s online store.
Other events taking place at the store this month include a celebration to mark the release of Zayn’s fifth studio album on April 20, and exclusive merchandise to mark Demi Lovato’s Madison Square Garden date on her It’s Not That Deep tour today, April 24. To celebrate, the shop will offer an exclusive Balloon Tee along with It’s Not That Deep and “Fast” Vinyls and CDs.
