Town & Country Center, a Regency Centers–owned shopping center in Los Angeles, says it will open a Britney Spears–inspired fan experience concept called The Zone this month.
The 30,000-square-foot Zone, which will operate Jan. 31–April 26, is billed as an artful, immersive pop-up experience and store to spotlight Spears’ career.
Passersby can hardly miss the larger-than-life, neon exterior mural by artist Rob Prior that is to be displayed there. This joint production of Black Sky Creative and SRExperiences will feature 10 experiential rooms themed and modeled after some of the singer’s music videos.
An experience modeled after the video for Spears' song 'Toxic'
An RFID wristband will link to a smartphone app that provides sharable content as guests navigate such activations as a journey to Mars, a commercial-airline attraction or a 40-foot tightrope walk.
In 2003 Britney Spears received a star on the Hollywood Walk of Fame
The Zone will sell merchandise from past Spears concerts as well as items available only at the concept site itself.
The nearly 200,000-square-foot Town & Country Center, near The Grove retail-entertainment complex, contains a Citi, a CVS and a Whole Foods store. Regency says it is redeveloping the center to include residential space.
By Brannon Boswell