Uploaded June 2025 | Updated September 2026, 2 weeks ago

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To promote The Weeknd’s first feature-length film Hurry Up Tomorrow, we brought audiences face-to-face with an unforgettable installation: an 18-foot bust with a mirrored face that invited visitors into a surreal, immersive experience. By day, viewers glimpsed their own reflections trapped within Abel’s shroud, and by night, a hidden screen revealed a haunting series of shifting faces from the main cast, each battling for dominance. Cinematic lighting, rolling fog, and a curated soundscape heightened the tension, pulling fans into the film’s dark, mesmerizing world.

The installation first came to life at State Farm Stadium in Phoenix, AZ and welcomed nearly 10,000 visitors. It returned the following week at Hollywood & Vine in Los Angeles, CA drawing more than 3,200 attendees.

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