Yesterday evening, Spotify hosted an immersive, highly visceral “enhanced album experience” at The Stalls at Skylight Row in Downtown Los Angeles, with global pop-phenom Billie Eilish, in celebration of her anticipated full length debut album, WHEN WE ALL FALL ASLEEP, WHERE DO WE GO?. The experience will be a three day pop-up open to the public from March 29th – March 31st.

Guests including Heidi Klum, Tove Lo, Bhad Babie, Jessie Reyes, Ethan Cutowsky, Nina Nesbitt, were given a first-look tour of the immersive space – a labyrinth of 14 rooms, each dedicated to a track from her album, converged art, technology and the unexpected, creating a cerebral storytelling experience that is authentically Billie Eilish.

Billie took to the stage and discussed the very personal journey of writing and finishing this album, saying that this experience is a “representation of synesthesia,” and manifestation of her brain, from the room, to the feel, the smell, texture, color and design. She emphasized that everything you see is like stepping into her mind up close and personal. Moments later, at the stroke of 9 pm, WHEN WE ALL FALL ASLEEP, WHERE DO WE GO? officially dropped, Billie let out an impassioned sigh, sharing this very personal, monumental moment with her fans IRL. Billie then began to thank her family, especially her brother Finneas who solely produced the entire album. She then turned to thank her mom, mentioning it was her birthday tomorrow and cued for a brightly lit birthday cake to arrive on stage and had the room of over 300 guests serenade her very surprised and emotional mom.

To further support the album launch, Spotify created a brand new multimedia playlist for WHEN WE ALL FALL ASLEEP, WHERE DO WE GO?, allowing for exclusive video content and custom assets and new product features to enhance the on-platform fan experience.