the old phone - Ed Sheeran Pop Up
My Little Pub Brings a Pop Up Little Irish Pub to Auckland for Ed Sheeran’s New Album PLAY
My Little Pub was proud to take part in the celebrations for Ed Sheeran's new album PLAY, creating a one of a kind pop up Little Irish Pub experience in the heart of Auckland. The event offered fans the chance to step inside an authentic Little Pub and discover the magic that these backyard pubs bring to gatherings, events and private homes across New Zealand.
‘The old phone’ Little Pub popped up outside Commercial Bay in Auckland Central, drawing attention from commuters, shoppers, fans and families who stopped in to enjoy the atmosphere. For many visitors, it was their first time experiencing a Little Pub in person and the response was fantastic!
Transforming T. O’Loughlin’s For the Ed Sheeran PLAY Auckland Event
To create this special experience, our team transformed our newest Little Pub, T. O’Loughlin’s, specifically for the Ed Sheeran PLAY launch event. The 4.8m x 3m Little Pub was repainted, rebranded and dressed to match the style and feel of Ed’s new album.
The full transformation took place at our workshop in Christchurch before the newly reimagined Little Pub was transported to Auckland. Moving a Little Irish Pub across the country is always an impressive sight and we received plenty of smiles, waves and curious looks as the Little Pub made its way north. Setting it up outside Commercial Bay created a stunning backdrop for the weekend’s celebrations.
Visitors Enjoyed Drinks, Food, Music and the Full Pop Up Pub Experience
Across the event, visitors were invited to step inside the Little Pub to enjoy a drink, explore the space and take in the warm, authentic atmosphere that defines every My Little Pub build. Guinness, Steinlager and Gordon’s were served behind the bar and the Roti Bros food truck was onsite offering their award winning pies.
Fans could also browse Ed Sheeran PLAY merchandise inside Commercial Bay, including limited edition CDs and vinyl, creating a complete music and hospitality experience right in the centre of Auckland.
The Little Pub quickly became a gathering spot where people connected, relaxed and took photos. Many visitors were surprised to learn that Little Pubs are not only available for hire but can also be built as their own fully personalised backyard pub.
A Personal Shout Out from Ed Sheeran
One of the highlights of the event was receiving a shout out from Ed Sheeran himself. His message created a surge of attention across social media and introduced thousands more people to the My Little Pub brand. For our team, this acknowledgement was a proud moment and a milestone in showcasing New Zealand craftsmanship on a global platform.
Thank You Auckland
Thank you to everyone who stopped by the pop up Little Pub outside Commercial Bay to celebrate Ed Sheeran’s new album PLAY with us. The enthusiasm, photos, conversations and good vibes made the event truly special. Special shout out to Kaylee Bell who stopped by. Kaylee opened for Ed’s tour when he came in 2023 - how cool!
The Story Behind the Pub
It was an honour to be involved in an event celebrating someone who shares our love of pubs and the connections they inspire.
Ed Sheeran’s love of pubs is no secret. Over the years he has spoken often about the role pubs have played in his life and career, from songwriting sessions and post-gig pints to eventually buying and running his own venues in London. And, fittingly, he’s even built a pub in his own home.
This wasn’t the first ‘old phone’ pub to pop up. Earlier this year he built a one-night-only ‘old phone’ pub in Ipswich, Massachusetts, complete with vintage décor, fan-submitted memories projected on the walls, and an intimate live set where he performed with friends. He later recreated the Old Phone pub at Coachella Music Festival, offering festival-goers a nostalgic escape in the desert alongside surprise guest performances. Across Europe, he also installed pink “Play Phone Booths” in cities including London, Amsterdam, and Madrid, where fans could step inside to hear previews of his new songs. Each pop-up reflects Ed’s love of pubs and his playful way of connecting with audiences through personal, immersive experiences.
We were thrilled to be a part of the New Zealand celebration. A huge thanks to everyone making it happen - Ed Sheeran, Warner Music NZ, One New Zealand, Commercial Bay
