In January 2025, The Weeknd launched the "Hurry Up Tomorrow" Pop-Up Experience in New York City at Rockefeller Center’s HERO space. This immersive, multi-sensory art installation, created in collaboration with Spotify and XO, offered fans a deep dive into the artist’s creative universe, aligning with the release of his final album in the trilogy. The event featured exclusive merchandise, including leather jackets, custom fleece, tees, and accessories, available for purchase on-site and later online. The pop-up was free and open to the public, with time-slot registrations for the art installation and limited walk-ins accepted based on availability
Production company: Matte Projects
Role: Producer
