Diabolical

Metallica: 72 Seasons

We’ve worked with Metallica before on the relaunch of their pinnacle release The Black Album, and now we’re back collaborating with Capitol Records again – for the band’s eleventh studio release. 72 Seasons is a breakneck-speed thrash through gargantuan solos, heartfelt song writing, and all the epic riffs, chords, and breakdowns that have made the band so legendary for so long. 

To bring the record to life in London, we took over our pop-up space in the heart of Shoreditch with a 72 Seasons limited-edition merchandise store, and a complete remaking of the album artwork for fans to immerse themselves in. We filled the fully decorated space with handmade props and a bespoke set-up to support a jam-packed day. With surprise signed LPs from the band and photo opportunities aplenty, it was the perfect way to engage fans in the release of the brand-new record.  

Attracting hundreds of visitors and appearing on Metallica’s social media accounts, the pop-up shop was accompanied by a nationwide poster campaign – seeing 72 Seasons’ vibrant black and yellow artwork dominate street-sides from Glasgow to London, while they headed straight for the top of the UK Albums Chart for the first time in nearly 15 years.