Overview
- The Trafalgar Square installation opened on Tuesday, Sept. 1 and runs through Sept. 5 with daily hours from 11 a.m. to 7 p.m.
- The free pop‑up recreates the early‑2000s Blueprint era with era‑specific televisions showing music videos and performances and sells limited‑edition merchandise from partners such as Fear of God, Armand de Brignac and Assouline.
- Video clips show Jay‑Z making an unannounced, walk‑through appearance on the installation’s opening day where he moved through the crowd, acknowledged fans and left without speaking.
- A smaller Camden pop‑up opened Aug. 27 at UMusic Shop with nightly DJ sets and London‑exclusive drops that run through Sept. 2 and feed into the stadium merch strategy for the Sept. 4–5 shows.
- The London activations follow a record‑setting Yankee Stadium residency that featured many surprise guests and will now move on to Paris on Sept. 10 and Los Angeles on Oct. 23–24 while the Trafalgar moment boosts social media reach and fan expectations for similar surprises in London.