Hurry Up Tomorrow Pop Up Experience
Year
2025
Tags
- Branding
- Digital
- Experiential
- Entertainment
- Media & Entertainment
- Music
The Context
How do you celebrate and bring to life the final album of one of the great artists living today? The Weeknd and his team approached MATTE to translate his latest album “Hurry Up Tomorrow” to an experiential activation and retail pop-up for three days at Rockefeller Center’s HERO space.
The Approach
MATTE designed and executed an experience that merged experiential, architecture, visual content, sound design, and spatial architecture to highlight the themes that form the basis for The Weeknd’s final album.
The Outcome
The HERO activation served as The Weeknd’s tentpole marketing event for the release of Hurry Up Tomorrow, kicking off a week that culminated with topping the Billboard, Spotify, and Apple Music charts with a #1.
Over 4000 fans passed through HERO over the course of three days, surpassing anticipated attendance by 55%.
Spotify, TimeOut, and a myriad of other digital outlets covered the experience, which Universal and The Weeknd called “a major success.”
MATTE RENDERS
BRINGING IDEAS TO REALITY
We enlisted the help of MATTE’s render artist to help bring our creative concepts to life using 3D models and visual content. The team was able to visualize every angle of the experience before load-in, allowing them to pinpoint highlights and refine elements that pose problems.
MATTE Partner
Max Pollack
Client Director
Carter Adams
Creative Project Manager
Lennox King
Creative Director
Paul Bennett IV
Experiential Designer
Rada Singhasaneh
Designer and Art Director, Experiential
Jordan Tedesco
Designer
Nick Wilson
Creative Design Fellow
Jess Mays
Head of Production
Thad Samoza
Senior Experiential Producer
Philip Hooghuis
Producer
Dani Miles
Production Coordinator
Kay Cui
Photography Fellow
Figo Wang
Junior Editor
Joshua Stoker