Spotify’s Taryn Lacroix, who worked on the project, told magazine Elle: “With poetry being a touchstone of this album, we wanted to create a campaign as thoughtful and ornate to immerse fans in the world of TTPD.
“There were a few concepts that we discussed – creating a bedroom, a creative office, a stack of books – but ultimately we all landed on an album-themed open-air library, in which lyrics would be revealed over the course of the week leading into the album. This felt the most creatively inspired by Taylor’s project.
“It’s going to be an incredible experience for those on the ground, but fans globally will be able to join in the momentum leading up to the release on the album’s countdown page with special moments happening throughout the week.”
The art project opened on Tuesday (Apr 16) and will change every day up to the album’s release.
One of the main features so far is a library card unit with 72 boxes. Fans have speculated it represents her relationship with actor Joe Alwyn because it lasted for 72 months before their split last year.
Some of the boxes are open and filled with flowers, which some say may represent key dates in the romance.
The installation also features a large book which is opened to a page inscribed with lyrics to an unknown song.
