Stormzy and Amazon Music +44 have opened a unique pop up in The Crown Estate’s London portfolio, for the release of Stormzy’s upcoming third album – ‘This Is What I Mean’.
The pop up was open from 25 -27th November, at 84-86 Regent Street, and featured free events for all ticketed fans to enjoy. These include; live conversations with Stormzy, and other album contributors, an exclusive performance of ‘Holy Spirit’ from the new album, a merch shop and an immersive listening experience.
This news follows a number of other recent immersive and sustainability focussed Christmas pop ups across the London portfolio, including Season of Wonder, London Made Me, and 00.thestore. This is also combined with the opening of the refurbished H&M store, at 224 Regent Street, which is one of the only two stores in the UK to have clothing rental available and a beauty bar.
Simon Harding-Roots, Managing Director at The Crown Estate, said: “This pop-up is really exciting. It’s something completely different to the traditional offer on Regent Street, and combined with the recent opening of Gymshark’s first physical store, shows steps towards creating a more vibrant destination that appeals to many more people.”
The album was released via 0207 Def Jam on 25th November. This Is What I Mean is a creative pivot point for Stormzy and his most musically intricate endeavour to date. The immersive listening experience will be a unique opportunity for fans to hear the album as it was intended to be heard, in its full form and without distraction, alongside Stormzy’s Amazon Original Orchestral version of ‘Firebabe’.