To celebrate the release of the new album “GUTS” by Olivia Rodrigo and Spotify and American Express hosted a pop-up event called the “GUTS Gallery,” featuring all sorts of printed installations, promotional products, stickers, and of course an appearance by Rodrigo herself.
The display looked like a bedroom, using the purple color scheme of the album, and featured wall decorations of the album’s track listing, Olivia Rodrigo’s logo, and the logos of American Express and Spotify.
Olivia Rodrigo at Spotify GUTS Gallery in New York. pic.twitter.com/S3bP1oFa6b
— @22metgala (@22metgala) September 8, 2023
There were also products like bumper stickers and balloons, too.
Olivia Rodrigo at Spotify GUTS Gallery in New York. pic.twitter.com/S3bP1oFa6b
— @22metgala (@22metgala) September 8, 2023
The three-day event concluded yesterday, after taking over a location in Lower Manhattan’s Meat Packing District.
As a continued branded tie-in, American Express cardholders had early access one hour before the event opened, a special check-out line for merchandise, exclusive cardholder merchandise, a free American Express-branded gift. All visitors also received a complimentary tote bag, as tote bags have become one of the most popular promotional items and accessories around.
had the best time at guts gallery yesterday 😭💜 @LiviesHQ @oliviarodrigo pic.twitter.com/LwkzlNWczB
— franki (@taygraciestan) September 11, 2023
These sorts of immersive events are becoming more popular, as fast food restaurants are doing co-branded takeovers, and businesses are looking for every opportunity to create as much brand visibility as possible. What better way than fully surrounding a person with the brand itself?
📹 | A look into the #GUTSGallery in NYC via Spotify’s instagram stories. pic.twitter.com/8Es2rOJxz0
— Olivia Rodrigo HQ (@OliviaRodrigoHQ) September 8, 2023
This creates a connection with Rodrigo, along with the actual brands of Spotify and American Express, and also creates an incentive for the end-user to take a bunch of pictures and post them on social media, spreading the brand visibility even further. Every single thing inside can be a photo opportunity, and the physical items they receive will go out on the street and prolong that brand visibility even more.
Yesterday at the Guts Gallery Pop up in NYC #GUTSgallery #OliviaRodrigo 💜 pic.twitter.com/dgUY3xJ5qm
— Sofia (@Sofiam47) September 10, 2023
It’s not overly complicated, but it just captures the vibe of what Olivia Rodrigo fans perceive her music’s aesthetic to be, and it’s carefully enhanced by the likes of Spotify and American Express to become life-sized.
It seems like it was better-received than some of Olivia Rodrigo’s merchandise after the release of her album “Sour,” which in some cases arrived damaged or incorrect.
