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Melbourne band launches album with Melbourne pop up store

April 14, 2014

Melbourne band launches album with Melbourne pop up store

Melbourne band Architecture in Helsinki (AIH) has launched a pop up store to celebrate the launch of their new album NOW + 4EVA, creating an exciting sensory space that is part listening post, part avant-garde gallery and part retail boutique.

Beyond buying the band’s latest album on CD, vinyl or USB, fans can buy exclusive items from local designers – nailpolish from Kester Black, bags from Witu and a capsule collection from Kloke.

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The store is a fantastic example of how brands can use ‘pop-up’ to generate hype and broadcast what is new. Beyond this – AIH has demonstrated an acute understanding of their fans, what they like to wear, see and eat – this is likely to forge a connection with die hard fans that goes well beyond being solely about the music.

In an industry that has been dominated by digital, Architecture in Helsinki’s innovative approach to promoting their brand is a great example of really understanding your customer – in this case the band’s fans – the ability to offer an experience that can’t be had at home. The store prevails as a stellar space to deliver an immersive brand experience.


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