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Spotify’s Taryn Lacroix, who labored on the venture, advised journal Elle: “With poetry being a touchstone of this album, we needed to create a marketing campaign as considerate and ornate to immerse followers on this planet of TTPD.
“There have been a couple of ideas that we mentioned – making a bed room, a inventive workplace, a stack of books – however finally all of us landed on an album-themed open-air library, wherein lyrics could be revealed over the course of the week main into the album. This felt essentially the most creatively impressed by Taylor’s venture.
“It’s going to be an unbelievable expertise for these on the bottom, however followers globally will be capable of be part of within the momentum main as much as the discharge on the album’s countdown web page with particular moments occurring all through the week.”
The artwork venture opened on Tuesday (Apr 16) and can change daily as much as the album’s launch.
One of many most important options to date is a library card unit with 72 bins. Followers have speculated it represents her relationship with actor Joe Alwyn as a result of it lasted for 72 months earlier than their break up final 12 months.
Among the bins are open and full of flowers, which some say could symbolize key dates within the romance.
The set up additionally options a big e-book which is opened to a web page inscribed with lyrics to an unknown tune.