A Jonas Brothers pop-up was held on Aug. 20-22.
Photos courtesy of Complex
With the line to get inside Complex NY wrapping around the block, Jonas Brothers fans braved the summer heat outside for a chance to enter an exclusive pop-up event.
The three-day event, Aug. 20-22, celebrated the launch of the Jonas Brothers’ “Burning Up Tour All Over Again,” a revival of their 2008 “Burning Up Tour”. Fans had the opportunity to purchase exclusive merchandise, experience interactive vignettes, and grab other surprises.
“I waited in line for about two and a half hours,” Michael, who traveled from Atlanta to attend, said. “We’re here to see the Jonas Brothers tonight at Madison Square Garden. We’re excited.”
The SoHo pop-up coincided with three special Madison Square Garden shows during the same weekend, drawing in fans from across the country, and even one from the United Kingdom. The Jonas Brothers’ official 45-city North American tour kicks off Friday, Sept. 25 at TD Garden in Boston.
“We just want the special merch. The t-shirts, the shorts, the matches, everything,” Kenzie from California said.
The Complex NY pop-up is a part of their bi-coastal fan activation effort. The brand has hosted major pop-ups in the past for artists including Eminem, Billie Eilish, and The Weeknd.
Inside the Complex NY store, Jonas Brothers memorabilia and posters lined the walls. One section of the space even had a wall where fans could write messages to the brothers and sign. Signature outfits from the group’s prior concerts were on display, including a sparkly silver suit.
“I think what I’m excited to see is the ‘Hey Jonas!’ Podcast,” Jess from the United Kingdom said. “I know it’s a big line.” The timing of the event also played into a larger moment for the band as the video version of their “Hey Jonas!” podcast debuted on Disney+ and Hulu on Aug. 14. The podcast reveals behind-the-scenes access to their most important moments.
While all the talk outside was about how many people were queuing in line for exclusive merchandise ahead of the MSG concerts, one fan took a moment to thank the Brothers.
“Thank you guys so much for coming back and making my dreams come true,” Marissa said. “You guys are my idols, and I love you guys.”
