Radical Optimism Tour
Project brief
For Dua Lipa’s Radical Optimism era, the brief was to develop a touring European and North American pop up store that could bring the album into a physical environment. More than a retail space, the experience needed to give fans somewhere to explore the world around the record through music, merchandise, content and interactive moments, while seamlessly integrating American Express and L'Acoustics as partners throughout the space.
The approach was to create a flexible visual and immersive spatial audio experience that could adapt across different cities and venues without losing its identity.
A re-creation of Dua stage set - video wall, immersive audio and stage thrust photo moment.
Drawing reference
The album’s bold colour palette was translated through references to fire, water, earth and air, alongside iridescent vinyl, satin chrome, concrete, Mylar and sand — creating a material language that felt playful, tactile and slightly surreal.
Materials that felt playful, tactile and slightly surreal
Working across our UK and US teams, Creation developed the concept through creative design, production and live delivery, adapting the store layout to each location across London, Toronto, Chicago, Atlanta, New York, Dallas, Los Angeles and Seattle.
Retail sat alongside listening stations, lenticular album artwork, digital content, photo moments and dedicated experience spaces, with American Express integrated across key touchpoints including the entrance, retail fixtures and interactive installations. The result was a physical extension of Radical Optimism that could change shape from city to city while retaining a recognisable world of colour, material and imagery.
