Immersive experiences are the name of the game in a post-pandemic world, whether they’re in-person or virtual. Fans have been immersed in virtual worlds for the past year and a half, which will only keep growing, while experiences like immersive Van Gogh Exhibition have taken off around the world.
Coldplay is the latest artist to launch an immersive experience for fans in the form of a pop-up event, in partnership with Amazon Music, to celebrate of the release of their ninth studio album, Music of the Spheres.
The pop-up, called “The Atmospheres,” will take place on October 15th and 16th in four venues around the world: Principal Place in London, Vanderbilt Hall in New York, Omotesando Hills Main Building B3F in Tokyo, and Bikini Berlin Terrace in Berlin.
Entrance is free, although fans need to register their attendance at the custom event website. Every location is given its own planet, in keeping with the album theme, and Amazon Music describes it as “a five-minute immersive experience, transporting you into the Music Of The Spheres universe.” Although the actual experience is only five minutes long, Amazon notes that there are additional experiences for fans outside of the Sphere.
Each location has different entry guidelines, in accordance with local regulations — New York’s event will require guests to show proof of vaccination, while Berlin’s will require proof of vaccination, recovery, or a negative test through the Luca app.
“We’re excited to partner with Amazon Music to bring Music of the Spheres to life,” Coldplay said in a statement. “The Atmospheres will take fans on a trip through The Spheres and into the heart of the album.”
The Spheres, according to Amazon Music’s statement announcing the events, is “the distant solar system that plays host to the band’s latest album, where each of the twelve tracks is twinned with a different planet."
The band will not be present at any of the events, but fans will be able to create their own alien language messages and take photos in an AR photobooth at the custom-built installation. One of the tracks from the upcoming album, “People of the Pride,” mixed in Dolby Atmos, will play during the experience along with 360 visuals.