Inside the Britney Spears 'The Zone' Pop-Up Experience: See the Photos
Oops, they did it again! “The Zone,” a Britney Spears pop-up experience and retail shop celebrating the music icon’s career, is opening on Friday, January 31, in Los Angeles.
Black Sky Creative cofounder Jeff Delson told Us Weekly exclusively on Wednesday, January 29, that the “Everytime” singer, 38, was the frontrunner for an immersive fan experience — and the idea was Spears approved.
“It’s actually been in development for two years. [Cofounder Lee Rosen and I] love experiences so much and we wanted the idea to create a world where you can walk into your artist’s favorite music videos, so Britney was our first choice,” Delson explained. “We presented it to her and her team and she was so excited about it and she fully endorsed it and supports it. We’ve actually been in production here for about three months. It came together really fast. We had an amazing team and everyone just wanted to honor Britney and her music.”
The 10 rooms are all inspired by Spears’ music videos and performances from over the years. Fans can step inside of a classroom reminiscent of the high school setting in “… Baby One More Time” and be immersed in a rainforest backdrop similar to her “I’m a Slave 4 U” 2001 VMAs performance. Other highlights include rooms influenced by the music videos from “Circus,” “Piece of Me” and “Toxic.” The retail shop awaits in the final room, which features five different merchandise collections exclusive to the exhibit as well as merch from Spears’ past tours.
Delson continued on that Spears is “excited that her fans get to interact and experience her music in a different way.” The “Circus” songstress even donated some of the costumes she wore in her past music videos. The attire includes everything from her iconic 2003 futuristic flight attendant outfit from the “Toxic” music video to her 1992 Star Search outfit. He added that it’s “definitely possible” that Spears might make a surprise appearance during the pop-up’s run.
“We wanted to create something that was really special where people can actually step into the world of their favorite artists,” Delson said. “You can listen to music on your phone or even going to a concert is amazing, but we hope we created something here that is a different level of experience that’s really life-changing.”
Scroll down to see photos from “The Zone” pop-up experience.
With reporting by Kayley Stumpe
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Step inside Miss Felicia's homeroom class, which features Miss Felicia, the original actress from the music video, explaining the experience to attendees in a pre-recorded video. The room includes chalk that digitally writes along the chalkboard as the music video plays on a loop.
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The gym has a basketball hoop, bleachers, pink basketballs, a scoreboard and a wall of lockers where fans can leave notes to Britney
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The hallway has interactive lockers and a pink bejeweled fire alarm that fans can pull. The "... Baby One More Time" music video plays in a loop on the walls.
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The room is transformed into Mars in a recreation of Spears' space-themed music video. People can mimic Spears in the video in a photo-op, navigate through three portals playing the music video and play with an interactive astronaut holding the blue Heart of the Ocean necklace in his hand.
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The "Toxic" room features a custom commercial airline with a row of seats, interactive content on the windows and user-controlled activations. Fans can recreate Spears' dance moves with a flight attendant cart and hat. Other fun details include Spears luggage, a Spears safety card and a "Toxic" sick bag in the seatbacks.
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The pace includes a 40-foot tightrope photo walk, live ringmaster, tarot card reader and Spears memorabilia, including the jacket and bike from Spears' Circus tour. Fans can play circus-themed activities such as ring toss, jump into a ball pit, pose in an animal cage and make a wish with Zoltar.
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Attendees can follow a pathway lined with candles to the "Blackout" altar where they can make a wish and blow out candles. The other side of the altar features stained glass windows which light up when people kneel to pray. Delson told Us that fans have already requested to have their wedding ceremonies take place there.
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The temperature drops when fans enter this room that is filled with greenery and a huge hand-carved albino Burmese python — a dedication to Spears' 2001 VMAs performance of the song. People can also recreate her performance with a fake python.
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The "Piece of Me" room allows fans to pose for photos on a step and repeat. The space also includes a neon "You Wanna Piece of Me" sign, and a newsstand filled with Spears' Rolling Stone cover laying on top of a bed holding a Teletubby.
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Fans can see Spears' iconic costumes through her career in-person, including her 2009 Pepsi commercial costume, 2012 "Till The World Ends" red costume, 2003 "Toxic" flight attendant costume and her 1992 Star Search outfit.
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People can take home special Spears merch so that they can always remember the fun experience.
The Zone Los Angeles
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