Millennial teen pop fans have a new place of worship in the form of a Britney Spears pop-up experience in Los Angeles.
Instagrammable pop-ups are still very much having a moment. Especially in LA, where we've had the Museum of Selfies, the Museum of Ice Cream and now a hot pink pop-up for the Princess of Pop. The Zone is an immersive exhibition dedicated to Britney Spears on the corner of 3rd Street and Fairfax inside what used to be a Kmart. Behind a pink and purple facade with a larger-than-life Britney mural painted by Rob Prior - a live painter who often paints with his eyes closed - are ten interactive rooms that recreate a music video or iconic moment from Britney's career - with a big focus on the TRL-era of her fame.
There's the ...Baby One More Time classroom; the space-themed Oops... I Did It Again set; the airplane from Toxic; a Hollywood dressing room for Lucky and the Circus-themed room, complete with a 40-foot tightrope photo walk, a live ringmaster, tarot card reader, and, the staple of every pop-up experience: a ball pit. Colourful rooms that are meant to pop on Instagram.
Produced by Black Sky Creative and SRExperiences, the exhibition was two years in-the-making. According to the New York Times, Black Sky CEO and Britney superfan Jeff Delson worked with the singer before during her Las Vegas residency, handling her merchandise. Signature memorabilia is sprinkled throughout the exhibit, donated from Britney herself, including the dress she wore as an 11-year-old contestant on Star Search and costumes from music videos like the airline attendant uniform from Toxic.
The pop-up will run until 26 April. Tickets start at $59.50 (€70) and rise to $64.50 (€76) at peak hours. For more information, see here.