Milan is inaugurating the first ”Ed Quarter”, an “experience room” store dedicated to Ed Sheeran!

To coincide with the release of his new album NO.6 COLLABORATIONS PROJECT, on Friday 12 July, the spaces of the Mondadori Megastore in Piazza Duomo in Milan will be transformed into a meeting place, with interactive activities, games musical experiences, as well as a store.

The event will start at 6 pm on 11 July with a extraordinary extended opening until midnight, to enable fans to but the album immediately, and will continue until Sunday 14 July.

Watch the Ed Sheeran video : https://www.instagram.com/p/BzfFZ0Nosbm/?igshid=1lc0ni6re1fns

Among the initiatives and surprises planned to enter the word of Ed Sheeran:

A special photo booth where visitors can take photos by entering the “I Don’t Care” video, official and exclusive merchandising and, only at this point of sale, an instawall where fans can leave a message for Ed.

But it is music that will be the big protagonist: Warner Music will give emerging artists the opportunity to perform on Ed Sheeran tracks on a specially created stage. To take part, aspiring performers will have to enrol, submitting their details and a short video before Wednesday 10 July  to: warnermusicitalyofficial@gmail.com

A number of luck applicants will be selected and will become protagonists of the Ed experience!

Plus, a karaoke to sing with your friends will be available, along with exclusive gadgets.

But that’s not all, from today, fans who pre-buy the album from Mondadori Megastores in Piazza Duomo and Via Marghera in Milan, Arese and Vimercate or on mondadoristore.it, will have priority access to the Milan Ed Quarter on Thursday 11 from 6 pm and to enjoy an exclusive preview of the NO.6 COLLABORATIONS PROJECT.