The Mumford & Sons Pop-Up Bar Launches a New Album and an Exclusive Beer
Laura McQuarrie — May 7, 2015 — Lifestyle
References: newtownhotel.au & themusic.au
For a limited time, the Newtown Hotel in Sydney will be transformed into the Mumford & Sons Pop-Up Bar to mark the release of the band's newest album. Since the 'Wilder Mind' album is reflective of the band's departure from the folk category into alternative rock, fans will be treated to more than just new sounds from the band as part of an immersive multi-sensory experience.
The pop-up space will host live performances, DJ sets, art murals created by local artists, 3D album art displays and sessions for pre-release album listening, providing tons of things to see, hear and touch. Cocktails and whiskey tastings will also be part of the event, but fans who really want to get a sense of the flavor of the new Mumford & Sons album can enjoy the Wilder Mind Ale created exclusively for the event.
The ale that shares most of its name with the new album was made by local bar called Young Henrys, which is the only place it will be made available outside of the pop-up.
The pop-up space will host live performances, DJ sets, art murals created by local artists, 3D album art displays and sessions for pre-release album listening, providing tons of things to see, hear and touch. Cocktails and whiskey tastings will also be part of the event, but fans who really want to get a sense of the flavor of the new Mumford & Sons album can enjoy the Wilder Mind Ale created exclusively for the event.
The ale that shares most of its name with the new album was made by local bar called Young Henrys, which is the only place it will be made available outside of the pop-up.
Trend Themes
1. Pop-up Experiences - Businesses can create immersive multi-sensory experiences through temporary pop-up spaces accompanied by live performances, DJ sets and art displays.
2. Collaborative Brews - Collaborating with local breweries to create exclusive beverages for an event or product is a great way for brands to add a unique touch to a product launch or marketing campaign.
3. Multi-functional Venues - By hosting multiple events like live music and art shows and offering services like cocktail tastings and whiskey tasting sessions, businesses can create a multi-functional venue to cater to diverse tastes and interests.
Industry Implications
1. Hospitality - Hotels, bars, and restaurants can create pop-up experiences or collaborate with breweries or local artists and musicians to attract customers and stand out from the competition.
2. Music - Integrating pop-up experiences with album and product launches or tours can attract more fans, increase album or product visibility, and create a unique fan experience.
3. Craft Brewery - Collaborating with brands to create exclusive brews for events or product launches can add more revenue streams and expand brand awareness beyond traditional distribution methods.
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