{"id":19667,"date":"2019-07-23T16:03:50","date_gmt":"2019-07-23T16:03:50","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=19667"},"modified":"2026-03-06T14:19:36","modified_gmt":"2026-03-06T14:19:36","slug":"storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/","title":{"rendered":"How Ed Sheeran\u2019s Album Pop-Up in Amsterdam Created a Global Fan Experience"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Creating_a_Global_Concept_with_Local_Impact\" title=\"Creating a Global Concept with Local Impact\">Creating a Global Concept with Local Impact<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Can_you_talk_about_the_idea_behind_hosting_this_Ed_Sheeran_pop-up_event_in_Amsterdam\" title=\"Can you talk about the idea behind hosting this Ed Sheeran pop-up event in Amsterdam?\">Can you talk about the idea behind hosting this Ed Sheeran pop-up event in Amsterdam?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Turning_Retail_Space_into_a_Fan_Experience\" title=\"Turning Retail Space into a Fan Experience\">Turning Retail Space into a Fan Experience<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#What_was_the_goal_of_this_Amsterdam_pop-up_space\" title=\"What was the goal of this Amsterdam pop-up space?\">What was the goal of this Amsterdam pop-up space?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Choosing_the_Right_Location_in_Amsterdam\" title=\"Choosing the Right Location in Amsterdam\">Choosing the Right Location in Amsterdam<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#How_did_you_go_about_finding_the_space\" title=\"How did you go about finding the space?\">How did you go about finding the space?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Building_Anticipation_and_Driving_Foot_Traffic\" title=\"Building Anticipation and Driving Foot Traffic\">Building Anticipation and Driving Foot Traffic<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#How_did_you_spread_the_word_about_this_pop-up_shop\" title=\"How did you spread the word about this pop-up shop?\">How did you spread the word about this pop-up shop?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Exclusive_Moments_for_Fans\" title=\"Exclusive Moments for Fans\">Exclusive Moments for Fans<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Measuring_Success_Beyond_Sales\" title=\"Measuring Success Beyond Sales\">Measuring Success Beyond Sales<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#_What_would_you_say_about_the_success_of_the_pop-up_store\" title=\"\u00a0What would you say about the success of the pop-up store?\">\u00a0What would you say about the success of the pop-up store?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.thestorefront.com\/mag\/storefront-hosts-ed-sheerans-no-6-collaborations-project-pop-up-shop-in-amsterdam\/#Why_Music_Pop-Ups_Work\" title=\"Why Music Pop-Ups Work\">Why Music Pop-Ups Work<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>\u00a0When launching a major album, artists today go far beyond traditional promotion. To celebrate the release of <em>No. 6 Collaborations Project<\/em>, Warner Music Benelux brought Ed Sheeran\u2019s world directly to fans through a fully immersive pop-up store in Amsterdam.<\/p>\n\n\n\n<p>Part of a coordinated global campaign, the Amsterdam activation was one of several pop-ups opening simultaneously around the world. Each location delivered the same core creative vision while incorporating subtle local touches \u2014 giving fans a consistent yet city-specific experience.<\/p>\n\n\n\n<p>Storefront spoke with <strong>Sven Spoelstra, Brand Manager at Warner Music Benelux<\/strong>, about the strategy behind the Amsterdam pop-up and why it resonated so strongly with fans.<\/p>\n\n\n\n<p>If you&#8217;re interested in learning more, read our guide on <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/how-the-music-industry-is-making-the-most-of-pop-up-stores\/\" class=\"ek-link\">how pop-up stores can be used by the music industry<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creating_a_Global_Concept_with_Local_Impact\"><\/span>Creating a Global Concept with Local Impact<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-19685 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-shop-24.jpg\" alt=\"Ed Sheeran had a pop up in Amsterdam for his album\" class=\"wp-image-19685\" style=\"width:580px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Robin Alysha Clemens<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Can_you_talk_about_the_idea_behind_hosting_this_Ed_Sheeran_pop-up_event_in_Amsterdam\"><\/span><strong>Can you talk about the idea behind hosting this Ed Sheeran pop-up event in Amsterdam?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe were in contact with Atlantic UK and our international marketing team who came up with the global idea to host these pop-up stores. It was such a unique chance to provide people with an opportunity to enter a space that the artist \u2013 Ed Sheeran \u2013 thought of!<\/p>\n\n\n\n<p>We wanted to have a global campaign for the release. With the album in black and white, assets were delivered for the pop-up store so that there weren\u2019t 30 different pop-up stores around the world. We wanted the same experience for all fans in each shop, and one that Ed Sheeran would say \u2018this is what I feel like when I show the album!\u2019, as it\u2019s curated by the artist himself.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>The goal was clear: replicate the feeling of stepping into the artist\u2019s creative universe. Rather than simply selling merchandise, the pop-up became a physical extension of the album itself.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Turning_Retail_Space_into_a_Fan_Experience\"><\/span>Turning Retail Space into a Fan Experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-19673 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-shop-25.jpg\" alt=\"Ed Sheeran's pop up focused on fan experience\" class=\"wp-image-19673\" style=\"width:626px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Robin Alysha Clemens<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_goal_of_this_Amsterdam_pop-up_space\"><\/span><strong>What was the goal of this Amsterdam pop-up space?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cEd Sheeran can\u2019t be in 30 places all at once. We tried to create a space where fans could still interact with the artist the way they would at a concert. At a concert, the artist designs it \u2014 it\u2019s his own music and decor \u2014 and we wanted to do that with the pop-up shop as well. Plus, we know we have a big fan base in the Netherlands.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The strategy centered on accessibility. If the artist couldn\u2019t physically be present, the environment could deliver that connection instead. Through immersive visuals, curated design, and exclusive merchandise, the pop-up bridged the gap between artist and audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_the_Right_Location_in_Amsterdam\"><\/span>Choosing the Right Location in Amsterdam<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-19697 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-shop-26.jpg\" alt=\"The pop up was meant to feel like a concert\" class=\"wp-image-19697\" style=\"width:602px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Robin Alysha Clemens<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_did_you_go_about_finding_the_space\"><\/span><strong>How did you go about finding the space?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe hired a producer to help us organize these events, and she gave myself and the marketing team a couple of options to look at. We found this very central location on a busy route for both people who live in Amsterdam and the tourists.<\/em><\/p>\n\n\n\n<p><em>Most importantly, it had the right size; it\u2019s in a high building and there was a lot of room on the walls for the decor we wanted to put up. The space felt right! We were able to do anything we wanted in it \u2014 as long as we returned it back in its original condition \u2014 which was important because we had so much decor and vinyl stickers to put up.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The physical attributes of the space were critical: high visibility, strong foot traffic, and enough flexibility to fully transform the interior. Creative freedom allowed the team to build an immersive environment rather than a traditional retail layout.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Building_Anticipation_and_Driving_Foot_Traffic\"><\/span>Building Anticipation and Driving Foot Traffic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-19681 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-shop-27.jpg\" alt=\"Footfall and engagement were the most important aspects of the pop up\" class=\"wp-image-19681\" style=\"width:576px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Robin Alysha Clemens<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_did_you_spread_the_word_about_this_pop-up_shop\"><\/span><strong>How did you spread the word about this pop-up shop?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cOur campaign was really press driven with the goal to activate the existing fan base and pique the interest of new ones. We asked influencers to post about the pop-up store and then Ed Sheeran shared the location and event as well on his Instagram page.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The storefront itself became part of the marketing strategy.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe put vinyl stickers on the walls and shaded the inside off from general view so all people could see was \u2018Ed Sheeran Pop-Up Store\u2019 on the sign, which drew a lot of attention. That\u2019s what we wanted \u2014 for people to wonder and have a complete surprise experience inside!\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>By limiting visibility into the space, curiosity did the work. The minimal exterior design amplified anticipation and created a sense of exclusivity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Exclusive_Moments_for_Fans\"><\/span>Exclusive Moments for Fans<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-19677 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-shop-28.jpg\" alt=\"The organisers let curiosity do much of the work\" class=\"wp-image-19677\" style=\"width:690px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Robin Alysha Clemens<\/figcaption><\/figure>\n\n\n\n<p>To elevate the experience, the team hosted a private pre-release event.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThursday evening we had an exclusive listening session \u2014 like a silent disco party \u2014 with influencers and a host. We played the album front to back, which was a cool experience since no one had heard the new music at all before.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The result? Anticipation turned into real-world turnout.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe opened at 11am on Friday but the queue started around 6am and was completely full for both days!\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Measuring_Success_Beyond_Sales\"><\/span>Measuring Success Beyond Sales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-19689 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/03\/pop-up-shop.jpg\" alt=\"The queue started at 6am - exclusivity was rewarded\" class=\"wp-image-19689\" style=\"width:684px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Robin Alysha Clemens<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_What_would_you_say_about_the_success_of_the_pop-up_store\"><\/span>\u00a0<strong>What would you say about the success of the pop-up store?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cUsually a pop-up store is reserved for merchandise or fast-fashion. This was the first time that we locally at Warner Music Benelux hosted a pop-up store, so it was difficult to get a sense of how many people we could reach with this campaign; but in the end, considering the press pickup, the amount of people waiting outside, and a whole lot of happy fans I can safely say it was a success!\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The campaign demonstrated how experiential retail can deepen fan relationships, generate organic buzz, and turn an album launch into a cultural moment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Music_Pop-Ups_Work\"><\/span>Why Music Pop-Ups Work<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-19693 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/03\/pop-up-shop-1.jpg\" alt=\"Pop up shops are a powerful tool for the music industry to reach fans\" class=\"wp-image-19693\" style=\"width:570px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Robin Alysha Clemens<\/figcaption><\/figure>\n\n\n\n<p>Ed Sheeran\u2019s Amsterdam activation highlights the broader power of pop-up retail for entertainment brands:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They create immersive, shareable fan experiences<\/li>\n\n\n\n<li>They amplify global campaigns with local relevance<\/li>\n\n\n\n<li>They drive press, influencer engagement, and social media momentum<\/li>\n\n\n\n<li>They generate anticipation that traditional digital marketing alone cannot<\/li>\n<\/ul>\n\n\n\n<p>For artists and brands alike, short-term retail spaces offer a powerful way to transform launches into lived experiences.<\/p>\n\n\n\n<p>Book your <a href=\"https:\/\/www.thestorefront.com\/search\/amsterdam\/retail\" class=\"ek-link\"><strong>pop-up space in Amsterdam<\/strong><\/a> today. Or browse the <a href=\"https:\/\/www.thestorefront.com\" class=\"ek-link\"><strong>Storefront platform<\/strong><\/a> for spaces available globally.<br>Finally, you may be interested in our guide on <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/how-the-music-industry-is-making-the-most-of-pop-up-stores\/\" class=\"ek-link\">how pop-up stores can be used by the music industry<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To celebrate a major album release, Warner Music transformed a central Amsterdam space into an immersive Ed Sheeran pop-up experience. Discover how global coordination, exclusive events, and strategic location drove massive fan engagement and press buzz.<\/p>\n","protected":false},"author":23,"featured_media":19669,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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