SANTA MONICA, CA– International pop superstar Taylor Swift partnered with mass media conglomerate AT&T to bring an exclusive “Taylor Swift NOW” pop-up experience to Southern California earlier this month. Coming off the wild success of a previous pop-up shop held in early November in downtown New York, the team set up shop once more at the Third Street Promenade in the Santa Monica region of Los Angeles. The shop kicked off on December 12, spanning across four days and ending on the eve of December 16. The team promised to go even bigger with the Los Angeles shop, teasing Swifties with a Facebook post that read, “NYC was OMG, but for LA we’re going even bigger, with new photo ops, unique displays, and more WOW!“
From the moment you set foot in the exhibition, it was made quite clear that this experience was designed to cater to every fan’s desire. You were instantly greeted by a plethora of neon visuals, cat sculptures, and a handful of exuberant and friendly staff members, each donning various ‘rep’ sweatshirts and lanyards. I personally felt quite pampered, despite being there on assignment. Every single staff member offered themselves as a friendly resource whether it was for a quick fun fact or detailed information.
As you were transported into the visual representation of reputation, you found yourself amongst a myriad of walls plastered with Swift’s portraits from the famed album shoot, along with special photo-ops to promote the new era (such as a photo manipulation of the famous Hollywood sign, replaced with ‘reputation’). Music from Swift’s latest release played in the background sparking a mini dance party amongst friends. If that wasn’t enough to drive a Swiftie to an absolute obsession, then perhaps the encased outfit displays including the leather biker ensemble and royal red kimono dress that were featured in the music videos for “Look What You Made Me Do” and “…Ready For It?” would cover that.
According to several fans, many queued up from a half hour up to two hours just to enter the exhibit, with extended wait times on its last day. Perhaps the lengthiest wait once inside the exhibit was the opportunity to snap a shot on the official golden throne that was featured in Swift’s music video for “Look What You Made Me Do.” Other props available for photo-ops and Boomerang-style clips included the golden birdcage, which Swift herself swung atop, also featured in the music video.
Swifties were also enticed by a selection of exclusive pop-up merchandise, ranging from lettered ‘rep’ tees and crop tops to sweatshirts, pullovers, and serpent jewelry.
Speculation was at an extreme high as to whether the pop phenomenon would show up on one of the dates to surprise attendees, as she previously did on the last date of the New York pop-up. Some waited hours outside the shop each day with the hopes of getting even just a glimpse of the “End Game” singer. While Swift herself ultimately didn’t make an appearance, there’s no question as to whether her influence left a lasting impression on L.A. Swifties. It was an extremely successful venture, and I wouldn’t be surprised if they launched another in the near future.
“We were lucky enough to snag great tickets for her Rose Bowl show next year, and when we heard about this shop, we had to come right away! [My daughter] had me checking everyday and participating in all these activities to gain ‘boosts.’ *laughs* I hardly even use social media, but I knew how much this meant to her. Looks like it all paid off, because our presale code came on my daughter’s birthday, so it was just perfect timing. We were able to grab a few things to get us excited for the show,” visitor Selenia told Blurred Culture alongside her daughter, who stayed till closing hours for the maximum experience.
As of right now, there are no future pop-up shops planned, but keep an eye on the official Swift team Twitter for the latest updates. For more information on Taylor Swift NOW, visit www.music.directv.com/taylorswift. For more information on Taylor Swift, visit www.taylorswift.com. Those who wish to catch the pop icon up close and personal can still purchase tickets for her upcoming ‘reputation’ Stadium tour, which Swift will embark on next Spring. Visit Ticketmaster or Swift’s official website for more details.
Swift’s latest release, reputation, is available now.
