Ed Sheeran's 'Play'
Launching an Album with Signage
How Signs Express turned a functional brief into an unforgettable illuminated fan experience
Client: Global Music Artist – Ed Sheeran
Partner Venue: Outernet London
Industry: Music, Entertainment, Live Events
Ed Sheeran’s eighth studio album, Play, launched in September 2025, accompanied by a bold digital campaign and exclusive pop-up at Outernet London - one of the most technologically advanced experiential spaces in Europe.
Known for its immersive digital walls and high footfall in central London, Outernet offered a perfect venue to bring the album’s aesthetic to life. To amplify the launch, the event team enlisted Signs Express Bath, Swindon & Salisbury to produce a striking interior signage piece that captured the vibrant energy of Play and turned passive viewers into active fans.
The original brief was for a basic wall divider. But our client’s vision for the launch space hinted at something more: an immersive, interactive centrepiece that could capture the imagination, complement Outernet’s digital displays, and reflect the album’s bold pink colour palette.
Our goals were to:
Create an illuminated installation that embodied the “Play” aesthetic
Encourage fan engagement and social sharing
Deliver a solution that was sustainable, reusable, and technically robust
Meet a strict 48-hour turnaround in a highly regulated city centre venue
Challenges
Executing a project in central London always comes with its own set of pressures. This installation had several:
Time-Critical Deadline: From artwork approval to install, the team had just 48 hours.
Strict Access Windows: The venue required out-of-hours setup due to limited event-time logistics.
Lighting Environment: Competing with Outernet’s vibrant ambient light meant the installation needed to deliver flawless internal illumination and maintain colour fidelity.
Functional vs Experiential: Transforming a simple divider into a show-stopping focal point required creative rethinking of both form and function.
Solution: From Divider to Digital Centrepiece
We didn’t just meet the brief. We reimagined it.
Creative Concept
Instead of a basic partition, we proposed a freestanding Tension Frame System (TFS) Light Box. It would serve not only as a spatial divider but as a visual beacon for the event, positioned for maximum visibility and fan interaction.
Technical Details
Dimensions: 5m (W) × 2.3m (H)
Structure: Custom aluminium extrusion system with built-in 24V high-efficiency LEDs spaced every 50mm for uniform light diffusion
Face Material: Dye-sublimated stretch fabric with silicone edging (SEG) for perfect tension and edge-to-edge clarity
Brightness: Calibrated to cut through Outernet’s bright ambient light, achieving true colour accuracy under digital screen saturation
This combination allowed us to turn a physical installation into an illuminated storytelling canvas.
Execution
A four-person install team delivered the frame, carried out prep and assembly, and installed the tension fabric - all outside regular trading hours in one of the busiest parts of London.
Thanks to meticulous planning and prior site coordination:
The unit was installed safely, quickly, and cleanly, with zero disruption to venue schedules
Power sources were integrated discreetly into the aluminium housing, eliminating trip hazards or cabling distractions
On-site adjustments were made to ensure perfect alignment and lighting uniformity, crucial for photo and video
Results & Impact
The result was a show-stopping illuminated feature that delivered both style and substance:
It became a fan magnet and social media backdrop, drawing crowds and encouraging attendees to post selfies and messages
Fans began signing the illuminated fabric, turning the light box into a live piece of fan art and memorabilia
Coverage from Visit London and music media outlets gave the project national visibility
The lightbox’s modular design enabled it to be reused for a future activation - demonstrating exceptional ROI and sustainability
This project exemplifies what’s possible when creative thinking meets technical precision. What started as a practical requirement evolved into a moment of genuine fan connection - elevating the launch and delivering beyond expectation.
It also showcases the strengths of the Signs Express network:
Proactive design consultation
Technical expertise in lighting and fabrication
Flawless delivery under pressure
ROI-conscious, sustainable thinking
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