Ed Sheeran is opening a two-day pop-up shop in central London linked to the release of his new album, Play.
The shop, called The Play Store, will be based at The Outernet on Charing Cross Road on Tuesday 16 and Wednesday 17 September.
Opening hours run from 11am to 8pm and fans can pre-book a slot online to secure entry, although walk-ins will also be allowed.
The store will feature a selection of new and limited-edition products, including merchandise, vinyl and cassette editions of Play, with some signed versions available.
Graphics and projections tied to the album will cover the venue, and visitors will be able to leave notes on a doodle wall.
There will also be live screen-printing stations for t-shirts and posters, plus a raffle giving fans the chance to win customised Nike Air Jordan trainers, painted on site in reference to the 34-year-old singer-songwriter’s well-known love of the brand.
Play was released last Friday to mixed reviews. Much of the record was written while Sheeran was travelling and completed in Goa, India. The songs include Indian and Persian musical influences alongside his trademark ballads.
The Shivers hit-maker has described the album as reflecting his current outlook as an artist, partner and father.
To coincide with its release, Sheeran unveiled the video for his new single Camera, starring actress Phoebe Dynevor, and performed tracks from the record for NPR’s Tiny Desk series.
The London pop-up follows a pattern of temporary shops tied to major music releases, designed to give fans direct access to music and merchandise.
Sheeran has also revealed he is preparing for a longer-term move abroad. The Grammy Award-winner said in a podcast interview that he plans to relocate to the United States with his family, including wife Cherry Seaborn, 33, and their two daughters Lyra, five, and Jupiter, three, “for the foreseeable future” while on tour.
He has previously spoken of wanting to base himself in Nashville, which he described as his favourite US city and where he hopes to explore a shift into country music.
The Play Store runs at The Outernet, Charing Cross Road, WC2H 8LH, on 16 and 17 September.
