I. Introduction
On May 9, 2025, Billie Eilish brought her Hit Me Hard and Soft tour to Berlin—but it wasn’t just a concert. In collaboration with xNomad, Aroundtown, and American Express, a sold-out arena performance was accompanied by a fully immersive pop-up store and the “Overheated” climate summit. This series of activations transformed the city into a multi-dimensional cultural experience where music, fashion, and sustainability converged.
For xNomad, it was more than a booking—it was a showcase of how temporary spaces can be reimagined into powerful brand moments.
FAQ: Introduction
- Why was Berlin chosen for the Billie Eilish pop-up? Berlin's reputation for creativity, sustainability, and progressive culture made it the ideal city for this multifaceted activation.
- How did fans engage with the event? Fans were invited to the pop-up, climate summit, and concert through various registration processes, with special access options offered for summit participants.
©Aroundtown
II. The Pop-Up Experience at Galerie Ku’damm 69
Galerie Ku’damm 69, located on Berlin’s iconic Kurfürstendamm, was transformed into a fully branded space that reflected Eilish’s artistic world. Inside, fans discovered exclusive merchandise including Berlin-only apparel drops, vinyl records, and limited-edition lifestyle products. Aesthetically curated with visuals from the new album era, the space gave fans an intimate connection to the artist's vision.
The pop-up was made possible through collaboration between xNomad, Aroundtown, and American Express—each playing a role in making the retail experience run smoothly and feel memorable.
FAQ: Pop-Up Experience
- What could fans find at the Billie Eilish Berlin pop-up shop? Unique apparel, collectible vinyls, posters, and sustainable merchandise designed for the Berlin event.
- How long did the pop-up run? It was a two-day experience aligned with the concert and climate summit.
©Aroundtown
III. xNomad and Aroundtown: Catalysts Behind the Pop-Up
xNomad’s Role
As the platform behind the retail setup, xNomad facilitated the full execution of the Berlin pop-up. With experience producing international short-term retail activations, xNomad ensured that all aspects—from space management to logistics—were coordinated efficiently and met global creative and operational standards.
Aroundtown’s Contribution
Aroundtown, one of Europe’s major real estate players, provided the space at Kurfürstendamm 69. Their innovation arm, ATechX, collaborated with xNomad to reimagine the venue, integrating smart infrastructure and sustainable materials into the layout. The result was a cultural activation that merged commerce with creativity.
FAQ: Partners’ Role
- What made the venue special for the Billie Eilish pop-up Berlin? It was located on one of Berlin’s most iconic shopping streets and was flexible enough to support immersive brand storytelling.
- How did xNomad and Aroundtown collaborate? xNomad brought pop-up expertise while Aroundtown provided the space and innovation support through ATechX.
IV. "Overheated" Climate Summit
Held in parallel with the tour, “Overheated” is a climate action initiative co-hosted by Billie Eilish and Support+Feed. In Berlin, the summit featured panel discussions, sustainable fashion talks, and plant-based meal activations. Local groups such as Tafel joined to promote environmental education and responsible consumption.
Importantly, the entire summit was livestreamed on Billie Eilish’s YouTube channel, ensuring global reach and accessibility.
FAQ: Climate Summit
- How could fans join the Overheated summit? Attendees registered in advance, and content was made available globally via livestream.
- What themes were explored? Climate justice, sustainability in fashion, plant-based eating, and community-level action.
V. The Concert at Uber Arena
Billie Eilish’s sold-out show at Uber Arena was the culmination of a powerful week. The concert featured a setlist from Hit Me Hard and Soft that amplified her message of self-reflection, resistance, and change. Summit attendees were offered the benefit of retaining their place in the concert queue, providing a unique integration between the climate initiative and the musical event.
FAQ: Concert
- Did summit attendees receive special concert access? Yes, those with summit tickets were allowed to maintain their place in line for the show.
- How did the concert connect with the other events? It brought the energy of the pop-up and the message of the summit into one powerful performance.
VI. The Synergy of Music, Fashion, and Sustainability
Few artists combine cultural influence and environmental awareness as seamlessly as Billie Eilish. In Berlin, she succeeded in creating a moment where fans not only consumed music and fashion—but also participated in meaningful conversations about the planet. The multi-platform format deepened fan loyalty and served as a case study in how entertainment can drive impact.
FAQ: Synergy
- Why combine music, fashion, and climate activism? To create an experience that connects emotionally and intellectually with fans, while promoting change.
- How was sustainability reflected in the experience? Through eco-conscious merchandise, plant-based meals, and climate-focused programming.
VII. How xNomad Helps Artists and Brands Host Events Across Europe and Beyond
The success of the Billie Eilish pop-up in Berlin is not a one-off—it’s a proven model that xNomad helps replicate across global cultural hubs. Whether you're an artist launching a tour, a fashion label unveiling a collection, or a brand building an immersive fan experience, xNomad provides the tools and expertise to make it happen.
From sourcing prime retail spaces in cities like Paris, Berlin, Milan, New York, LA, and Stockholm, to managing on-the-ground logistics, xNomad supports clients at every step of the process.
What xNomad Offers:
- Pop-up Space Scouting: Thousands of short-term retail spaces curated for visibility, footfall, and brand fit.
- End-to-End Setup: From layout design to lighting and merchandising, xNomad helps bring your concept to life.
- Cross-City Coordination: Planning a multi-city activation? xNomad synchronizes spaces, timelines, and local regulations to keep things seamless.
- Sustainable Build & Operations: For eco-conscious brands, we offer solutions that prioritize reusable materials and low-impact builds.
Whether you're launching an album, hosting a capsule collection, or building a community experience, xNomad helps transform your vision into a real-world destination.
FAQ: Working with xNomad
- Can xNomad help outside of Berlin? Yes, xNomad operates across Europe and North America, with top locations in cities like Paris, Milan, London, LA, and New York.
- What types of events can xNomad support? Pop-up shops, album release parties, art exhibitions, fashion presentations, fan activations, and more.
- How long in advance should we plan? While xNomad can move quickly, we recommend starting planning 4–8 weeks in advance for best space options and activation support.
Ready to bring your vision to life?
Explore curated spaces at xnomad.co, or reach out to our team to start planning your next activation. Whether you’re looking for a street-level boutique in Paris or a gallery-style venue in New York, xNomad is here to help you create moments that move people.
VIII. Conclusion
Billie Eilish’s Berlin pop-up, concert, and climate summit offered fans a personalized timeline of discovery, from an early Event alert to access via ticket contingents and additional tickets tied to the climate action event. With xNomad leading the execution, this activation became a case study in merging storytelling with logistics—and purpose with performance.
Together with Aroundtown and American Express, xNomad transformed Kurfürstendamm 69 into a fully branded, fan-first destination. And with murals that read “Billie aşkım” and shelves that emptied as fast as they were stocked, the impact was both emotional and measurable.
As artists and brands look to create deeper connections, this Berlin activation proves what’s possible when space meets intention.
FAQ: Conclusion
- What was the outcome of the event series? It sparked awareness, built community, and inspired fans through a mix of art, action, and experience.
- Could this influence future activations? Absolutely—Berlin demonstrated how live events can become platforms for cultural and environmental engagement.
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