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Dubbed the “ultimate Britney Spears fan experience,” the 30,000 square foot “Instagram museum” is now open in LA

By TIM CHAN

Britney In The Zone

A former Kmart in Los Angeles has been transformed into a pop-up worthy of a pop princess. “The Zone” is an immersive pop-up experience and retail shop that celebrates Britney Spears’ iconic songs, videos, and outfits through Instagram-worthy photo ops, interactive displays and personalized content activated by special RFID wristbands.

Dubbed the “ultimate Britney Spears fan experience,” the 30,000 square foot pop-up opens this weekend, across from The Grove shopping center in L.A. Tickets start at $59.50, though the price goes up to $64.50 if you want to go during “peak hours” (see ticket info here).

“Two years ago, we thought, ‘What if we could create a new experience where you could literally walk into the world and music videos of your favorite artist?’ And we immediately thought of Britney,” explains Jeff Delson, the event producer for “The Zone.” “We are huge fans – she is an icon of our generation and her music videos are etched in our collective imagination. With Britney’s blessing, we knew we had to deliver a totally groundbreaking experience.”

Delson admits he didn’t have a chance to speak with Spears directly, though he stresses that, “She’s absolutely aware of this [and] super excited.”

“I have not met her in person,” he says, “but I know she’ll be here to see it soon.”

Aside from the installations, the front of the building will house an exclusive Britney Spears merchandise shop, with limited-edition pieces created especially for the event, as well as old favorites from previous tours. Here’s what else to expect…

Britney In The Zone GYM

Swish Me Baby One More Time

Spears grew up playing basketball in school, which is what reportedly inspired the gym scene in the “…Baby One More Time” video. Fans can pose for a pic on the bleachers, or dribble a ball to take their best three-point-shot.

 Britney In The Zone 4

Inside Britney Spears’ “The Zone” Pop-Up Experience

Mannequins once displayed T-shirts and denim inside this space, a former Kmart department store, but the entrance to the Britney pop-up now features mannequins dressed in some of Spears’ most iconic outfits from memorable live performances and music videos.

 Britney The Zone Classroom

Class is in Session

Visitors are first taken to this classroom setup, inspired by the classroom in Spears’ “…Baby One More Time” video. Make sure you stay to view a surprise video message from one of Spears’ longtime friends and confidantes.

 Britney The Zone Oops

“But Wait a Minute, Isn’t This…?”

Yes, yes it is: a re-creation of the set from Spears’ “Oops I Did It Again” video, complete with Mars-inspired lighting, an interactive mission control station and an astronaut reciting the infamous “dialogue bridge” from the song. And yes, that Titanic necklace (or at least a very believable imitation version of it) is part of this room too.

 Britney The Zone Toxic

Non-Toxic Air

Fans and critics count “Toxic” among one of Spears’ most memorable songs. Take a seat (window or aisle?) and watch the music video playing on the drop-down screens, or throw on a flight attendant hat and take a pic behind the serving trolley à la Spears in the video. A nice touch: the “sick bags” in your seat back pocket are all labeled “Toxic” – how appropriate.

 Britney The Zone Lockers

Locker Lucky

Fans can take a nostalgic walk through the late 90s and early 2000s in this locker-lined hallway. The lockers open up to reveal time capsule-worthy items — think TRL-era Britney posters, stickers and merch.

 Britney The Zone Circus

Let Your (Circus) Freak Flag Fly

Circus was the sixth studio album released by Spears, spawning the hits, “Womanizer,” and the title track. There’s a lot to do and take in in this room, from a ball pit (perfect for that boomerang), to interactive photo ops that visitors can activate through a personalized RFID bracelet.

 Britney The Zone Slave

Slave 4 Spears

While most of the installations in the ten-room space draw inspiration from Spears’ most famous music videos, this space pays tribute to the performer’s memorable 2001 VMAs performance of “I’m a Slave 4 U.” What to expect: a vaguely jungle-themed walkway with fake rain and yes, that snake.

 Britney The Zone Blackout

Blackout Bless Up

Blackout may have dropped during a particularly tumultuous time in Spears’ life, but it remains one of her most beloved and critically-acclaimed albums.

The Blackout era was also when fans began using the nickname “Godney” to descibe their former teen angel. It’s fitting then, that this tribute to Blackout is set inside a chapel. Organizers of “The Zone” say they’ve already had requests from couples wanting to get married in the space.

 Britney The Zone Piece of Me

Extra, Extra, This Just In

Blackout spawned three singles, including “Piece of Me.” The song documents Spears’ tenuous relationship with the media, particularly the paparazzi. It’s a little strange then, that this part of the pop-up lets you actually pose for a paparazzi shot… which is then digitally-imposed onto a fake tabloid cover — the same things Britney was calling out in her song.

 Britney The Zone Merch

‘Till The Merch Ends

You’ll need a ticket to get into the exhibits inside “The Zone,” but fans can also swing by the gift shop sans tix to shop exclusive Britney merch and collectibles. Set-up like the juniors section of a Forever 21 store, the gift shop includes everything from Britney bracelets to leggings, towels and housewares. Surprisingly absent from the store? Actual music, as in actual Britney albums for sale. Guess you’ll still have to go online for that.

At a Los Angeles pop-up called the Zone you can live out all your childhood fantasies.

It’s Dustin Martinez against the music.Credit...Michelle Groskopf for The New York Times

Credit...Michelle Groskopf for The New York Times

LOS ANGELES — Welcome to a Britney Spears fantasy land: the Britney of the past, the Britney we want her to be.

Britney Spears the Zone, a 30,000-square-foot fan-generated experiential pop-up dedicated to the career of the Princess of Pop, has been erected at a time when there’s no sign of her return to Vegas — or the stage anywhere — and she is still under personal and financial conservatorship.

It includes 10 rooms that each recreate an iconic music video set, album concept or live performance, beginning with a “…Baby One More Time”-inspired high school classroom.

There, a video featuring Ms. Spears’s longtime friend and erstwhile assistant, Felicia Culotta, plays from a 150-inch customized LED screen. A special film was applied to the outside to make it look like a chalkboard.

“Today is all about unleashing your inner Britney,” Ms. Culotta, as the school principal once more, reminds each group. Then guests are released into Britney High, the classroom doors flung open by a Zone staff member.

“I’ve literally cried every time I’ve walked into a room,” said Rachel Posteraro, 21, from Long Beach, Calif., who has been a Britney superfan since the age of 9.

Will Tran, 31, a dance and gymnastics instructor from Orange County, who made himself at home on the various sets, said: “I wore my stretchy jeans for a reason.” He and a friend wore matching “Britney for President” T-shirts. “I’m doing it for the ’Gram,” said Mr. Tran, while doing an impressive split.

In a jungle-y space, the music video for “I’m a Slave 4 U” was projected onto curtains made of fog, and guests were encouraged to pose with a plush stand-in for Banana, the albino Burmese python who appeared with Ms. Spears during the 2001 MTV Video Music Awards.

“Pop-up museums are my favorite,” said Shannon Stone, 28, an accountant for film productions. Ms. Stone, who was dressed as a schoolgirl Britney, filmed a video for her Instagram story, as the motion-tracking eyes of a 35-foot hand-carved python watched the scene from overhead.

“There’s always music playing and each room is a new backdrop, which is what every girl on Instagram dreams about,” she said. “It’s all you could want.” Ms. Stone estimated that she had taken about 500 hundred photos already that day. (It was 3:20 p.m.)

In the Circus room, guests waited in line to jump into a pit containing 80,000 white plastic balls.

“Coronavirus on three,” shouted a woman who was filming a friend’s boomerang, in lieu of “Say ‘cheese.’” A Zone attendant dove into the pit to fish out a toddler submerged over his head. A man dug through the balls, as if looking for something.

“I lost my friend!” he yelled. Another adult surfaced from the ball pit as if on cue.

How the Britney Spears pop-up came together
For decades, this site was a thriving beacon of American excess, smack in the heart of Hollywood. An emporium of everything from Zirconia jewelry sets to Ziploc sandwich bags.

Then, in November 2018, the Kmart across from the Grove closed its doors for good. For a year, the space sat vacant and forgotten. A husk of its former self, waiting for an enterprising producer to come up with its second act. A classic Hollywood cliché.

“When we got the space in November, it was completely empty, with a couple abandoned registers up front and no walls,” said Jeff Delson, 36, the chief executive of the music merchandising company Black Sky Creative and the co-creator, along with Shannon Ramirez and Lee Rosen, of Britney Spears the Zone. All three said they are Britney superfans.

The singer agreed to license her image and has engaged with the Zone on social media. Mr. Delson has worked with her before; during her Las Vegas residency, he handled much of the merchandising.

Important information about the Britney pop-up
The pop-up is scheduled to run through April 26. Tickets range from $59.50 to $64.50 at peak hours, and are sold in 15-minute blocks, so that no more than 12 to 15 people are in one activation at a time. This cuts down on crowds and allows for selfies to be taken in peace. But it also means that the Zone has a quiet, lonely feeling at times.

At check-in, visitors are given RFID wristbands and instructed to download the Zone’s app. In each room, there is a panel that, when a wristband is swiped against it, routes your photo to your phone within minutes.

In a dimly lit room inspired by the music video for “Stronger,” there were three metal chairs attached to the floor, upon which visitors, when there were any, were encouraged by a pink-shirted room attendant to gyrate. When the room was empty, the mirrored walls and empty chairs were an eerie sight juxtaposed with the looping music (“My loneliness ain’t killing me no more”).

If the ticket price is prohibitive, the Zone lobby is welcome to all. Here you can shop for merchandise from five capsule collections, including a rainbow Pride collection, an army collection, athleisure, a Zone collection and throwback merchandise.

There are also four authentic Britney costumes on display, on loan from the singer, including her blue stewardess costume from the “Toxic” video and the poofy black party dress that 10-year-old Brit wore on “Star Search” in 1992, just seven years before appearing in her underwear on the cover of Rolling Stone.

“$70 is a little bit much for someone who hasn’t been relevant recently,” said Rachel Turner, 17, a TikTok star of moderate fame, who graduated from high school early to focus on her social media career.

She was eating lunch across the street with her friends when she noticed the big pink Britney mural she had seen on social media. Unwilling to pay for a ticket, she didn’t enter the Zone, and was disappointed to hear that Ms. Spears herself had not yet visited, either.

“I just want to take pics in the ball pit,” she said. “It’s so aesthetic.”

 https://www.nytimes.com/2020/02/04/style/self-care/britney-spears-pop-up.html

AJ wearing Britney Shirt

So we saw this online and had the fan reach out and give us the back story to how this came about which is pretty cool.

Backstreet Boys member AJ McLean got given this by a fellow Britney Spears fan (Jasmine Mackin) and he wore it on stage 

#Britneyarmy



Below is Jamsmin's short comment about it.

I told him I saw that he wore a Britney shirt in Vegas so I got him another one! He looked at his friend and said “Shit, I might have to wear that tonight!”

AJ wearing Britney Shirt 2

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