Brace yourself, Britney fanatics: the ultimate Britney Spears fan experience is coming to Regency's Town and Country. Beginning later this month, the pop music princess will be celebrated in an iconic new way at The Zone: an artful, immersive pop-up experience and retail shop dedicated to spotlighting the remarkable career of Britney Spears. Located on the corner of Fairfax and W. 3rd Street in Los Angeles, the 30,000 SF pop-up experience will be open from 10 am to 10 pm, six days a week from January 31 through April 26. Passersby won't be able to miss its larger-than-life neon exterior mural by talented artist Rob Prior.
Produced by Black Sky Creative and SRExpereinces, The Zone features ten experiential rooms themed and modeled after some of Spears’ most memorable music videos over the years, from the classic “...Baby One More Time” and “Oops!… I Did it Again” to the legendary “Toxic” and “Circus.” Armed with a RFID (radio frequency identification) wristband — which will connect to a downloadable smartphone app providing sharable content throughout the experience — guests will navigate first-of-its-kind activations ranging from a journey to Mars and a commercial airline attraction to a 40 ft tightrope walk with a live ringmaster, tarot card readings, exclusive music video memorabilia and more.
We are thrilled to host The Zone at our Town & Country property," said John Nahas, Vice President, Investments. "This unique addition to the Regency portfolio will be an amazing and exciting attraction that will give fans the chance to experience the iconic career of Britney Spears in a new, never-before-seen way.
To top it all off, The Zone will include a retail component, offering sought-after merchandise from past Britney tours and debuting five exclusive apparel collections: “Britney Army,”“Work Bitch,”“The Zone Collection,”“Britney Bitch,” and “Pride Collection.” The merchandise will be on display for guests to peruse during the various 60-90 minute activations leading up to the cherry-on-top shopping experience following an out-of-this-world exhibit.
As devoted Britney fans, we created The Zone as a thank you for the years of joy she has brought to all of our lives," said Jeff Delson, lead producer for The Zone and CEO of Black Sky Creative. "Britney loves her fans more than anything. Nothing, absolutely nothing, compares to The Zone. The scale of the venue, the breakthrough technologies, the fashion, the surprises, the special access we were given, and the sheer fun of it all will truly blow people away. As it should be for the Princess of Pop.
Located across from The Grove in the heart of La Brea, Town and Country comprises 196,630 SF and features Whole Foods, CVS, and CitiBank. It is in the process of being redeveloped. Robust community feedback on initial project concepts resulted in a new design that will feature a blend of housing, retail, and open space.