Friday morning, a line of eager fans huddled together with infectious enthusiasm as they waited outside of British alternative rock band The 1975’s Lower East Side pop-up in New York City. The four-piece British alternative rock band celebrated the release of their sophomore album, “I Like It When You Sleep, for You Are So Beautiful Yet So Unaware of It,” with a stunning two floor set-up that featured massive neon signs, walls lined with concept art, and minimalist merchandise.
Event-goers treated themselves to t-shirts, hoodies, art card packs, and a simple rose gold necklace, a piece that lead singer Matthew Healy was sporting himself. Three large neon signs that spelled tracks from the new album filled up the longest wall in the space, a sneak-peek of the rest of the art installations, all managed by graphic designer Paul Salem. Armed with bags of merchandise and high spirits, small groups were led up to meet the band members.
On the second floor, bandmates Matthew Healy, George Daniel, Adam Hann, and Ross MacDonald mingled with excited fans all afternoon, signing CDs, sharing laughs, and posing for pictures. As MacDonald jokingly pointed out to a fan, it was like being in a 1975 museum.
The mounted art prints featured photographs of neon signs that spelled out track names from The 1975's new album and circled around the expanse of the room in track order. The concept art for this new album release is a departure from the darker aesthetic of their self-titled, debut album “The 1975.” Showcasing deep blues, pastel pinks, and muted greens, the photographs were taken in numerous locations, from rooftops in New York City, to dreamy suburban landscapes in LA. A floor-to-ceiling neon display that spelled out the name of their new album took center stage, filling the gallery space with a rich, pink glow.
The 1975 is taking the spotlight with their stunning album concept art, sunny new tracks, and undying dedication to their fans. Their new album is out now and can be purchased through iTunes or CD and vinyl.
