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# NOW + 4EVA
- URL: https://www.protein.xyz/now-4eva/
- Published: 2014-04-24T10:16:00.000Z
- Updated: 2016-06-16T19:14:36.000Z
- Description: Melbourne pop band created conceptual installation at a mall to launch its new record.
- Author: Maks Fus Mickiewicz
- Tags: Seeds, Music, #protein, #Import 2024-06-11 13:25

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9998/5cdd96ac-a757-4b2f-8767-2b84f14468c9.jpg)

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](http://www.architectureinhelsinki.com/?ref=protein.xyz) created an immersive customer experience to celebrate the release of its new record NOW + 4EVA with the help of design agency [SIBLING](http://siblingnation.net/?ref=protein.xyz).  
  
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.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9998/25591609-531d-42a8-9e30-c4bf7eff9c80.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9998/fc9cfd08-7b59-42d7-8102-2b22704cc0bb.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9998/667eb814-25dd-4241-830b-8af0e93a7182.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9998/edcf251c-4075-4d68-a5e0-0d0efa3fd5d5.jpg)