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To help promote The Weeknd’s first feature length film Hurry Up Tomorrow, we created a striking installation that featured a towering 18’ bust with a mirrored face, designed to invite audiences into an unexpected and immersive encounter.
During the day, viewers saw their own reflections within Abel’s shroud. At night, a concealed screen played a haunting series of shifting faces of the main cast, each seemingly battling for control. The visual narrative unfolded through with cinematic lighting, rolling fog and music, for an exciting installation that pulled fans into the film’s ominous atmosphere.
The installation was inspired by contemporary art practices that blur the lines between sculpture and digital illusion. Working closely with our fabrication partner, we engineered a striking 18-foot hooded bust as a blank, three-dimensional canvas whose mirrored face was designed to both conceal and reveal. Approaching the installation as both sculpture and stage, we built advanced projection and lighting technology within the carefully crafted structure.
Drawing from the film’s exploration of fractured identity and blurred realities, the build was conceived as a physical embodiment of Abel’s shifting persona. The mirrored bust evoked themes of self-reflection and duality, while its scale and robed form created a memorable spectacle for fans. Surrounding the installation were bold visual elements, including signage, billboards, and interior fabric wraps.
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To kick off The Weeknd’s stadium tour, the installation debuted at State Farm Stadium in Phoenix, AZ, strategically placed near the main entrance and merch booth to maximize visibility and drive engagement with concertgoers. A few days later, we brought the experience to the heart of Los Angeles, activating at Hollywood and Vine to capture consistent foot traffic and spark organic interaction with fans and passersby. The installation would be open to the public for three full days, allowing fans to experience both its daytime and nighttime versions.
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