The Weeknd Launches Immersive Pop-Up Experience in NYC

NEW YORK CITY, N.Y. — The Weeknd is set to launch an immersive pop-up experience, “Hurry Up Tomorrow,” at Rockefeller Center in midtown Manhattan this weekend. The event, running from January 31 to February 2, 2025, will feature exclusive merchandise and an experiential art installation tied to the artist’s sixth studio album of the same name.

Located in the Hero exhibit space, the pop-up is free and open to the public, with no prior registration required for entry. Fans can explore a retail section offering exclusive products, including genuine leather jackets, bomber jackets, custom fleece, tees, long sleeves, hats, and bandanas. These items reflect The Weeknd’s personal style and musical brand.

The centerpiece of the event is an experiential art installation designed to take visitors on a journey through The Weeknd’s creative mind. According to promotional materials, the installation is deeply connected to the themes of his upcoming album, “Hurry Up Tomorrow,” which is set to release on January 31.

While the pop-up is free, attendees must register online for specific time slots to experience the art installation. Limited walk-ins will be accepted based on availability. The event will operate from 3 p.m. to 8 p.m. on January 31 and from noon to 8 p.m. on February 1 and 2.

The Weeknd, whose real name is Abel Tesfaye, is known for his distinctive sound and visually striking artistry. This pop-up event is expected to draw large crowds, similar to the recent Bad Bunny-themed photo event in Brooklyn. Fans are encouraged to plan their visits carefully to fully enjoy the experience.

This collaboration with Spotify underscores the music streaming platform’s growing role in creating innovative fan experiences. The “Hurry Up Tomorrow” pop-up is more than a promotional event; it aims to immerse fans in The Weeknd’s artistic vision and build anticipation for his new album.

With its blend of art, commerce, and fan engagement, the pop-up represents a modern approach to connecting artists with their audiences. Fans can expect a memorable experience that reflects The Weeknd’s unique creative universe.