Ed Sheeran Loop Tour, Melbourne

Concert merchandise, but bespoke.

In search of a unique alternative to concert merchandise, Marvel Stadium engaged Danni to create a custom artwork for Ed Sheeran’s Loop Tour, Melbourne. The artwork was designed to unite all aspects of the event - the artist, the concert, and host venue Marvel Stadium. The feature piece was displayed as a captivating point of interest upon entry to the VIP room. It was further complemented by a live activation, where guests had their name hand-lettered on limited-edition prints of the artwork as a keepsake. The immersive experience elevated the moment beyond the ordinary; redefining the concept of concert merchandise with a fun, fresh, and interactive approach.