With the amount of content we absorb everyday, it takes a lot for a band to leave an impression when launching a new record nowadays. Melbourne pop band Architecture in Helsinki created an immersive customer experience to celebrate the release of its new record NOW + 4EVA with the help of design agency SIBLING.

They put together a pop-up gallery, listening space and retail outlet at CBD shopping centre, Melbourne Central. The installation consisted of a glass box provided by the mall, which was filled with pipes, reminiscent of an traditional organ or wooden pap-pipes in a pared-down monochrome scheme. A wealth of merchandise - CDs, bracelets, clothing and accessories - were available, almost like a complete lifestyle collection from a new brand.

It's interesting to see the pop-up shop model, something perhaps more associated with fashion or product launches, used to promote a single, particularly one that goes so beyond the traditional music promotion format.