Inside Taylor Swift’s ‘Tortured Poets’ Spotify Pop-Up Library
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As Taylor Swift’s The Tortured Poets Department approaches, Spotify is offering fans a literal library to celebrate her upcoming project before it drops on April 19. The streaming company just launched a three-day pop-up installation at The Grove in Los Angeles.
ELLE.com has the first look inside the installation and the finer details in each of the rooms. As Taryn Lacroix, the manager of label partnerships at Spotify tells ELLE.com, the goal of the pop-up is to literally take fans inside Swift’s new era. “With poetry being a touchstone of this album, we wanted to create a campaign as thoughtful and ornate to immerse fans in the world of TTPD,” Lacroix said.
Lacroix detailed how Spotify chose a library of all things—and also teased a giant surprise awaiting fans: “There were a few concepts that we discussed—creating a bedroom, a creative office, a stack of books—but ultimately we all landed on an album-themed open-air library, in which lyrics would be revealed over the course of the week leading into the album. This felt the most creatively inspired by Taylor’s project.
“It’s going to be an incredible experience for those on the ground, but fans globally will be able to join in the momentum leading up to the released on the album's countdown page with special moments happening throughout the week,” Lacroix added.
The installation itself boasts a letter drop area where fans can share what song they are most looking forward to, and a poet’s study full of books to pose with. Where lyrics will be hidden wasn’t specified, so Swifties will no doubt be on the hunt for them.
Those in the area can visit The Grove installation from Tuesday to Thursday, 10 A.M. to 9 P.M. PT daily. For those further away, take a look inside the library in the photos below. ELLE will continue to update this post as more is revealed.
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