Billie Eilish was already a superstar but her sophomore album's central theme was a more mature and stylish Billie. The goal was to showcase this new persona along with providing a backdrop for the individual songs so that there was a unique listening opportunity for the new music. Eilish herself helped art direct the project to ensure it was meeting her expectations. With the world facing a pandemic surge, it became even more of a priority to make sure guests were able to experience the activation in an environment that was welcoming as well as safe and secure. We also had to bring the experience to the masses that couldn't attend by creating an analogous experience through Spotify.

Happier than Ever: The Destination was an oasis of sound and visuals meant to experience the album and Billie's persona and identity in an immersive environment. It would be a departure from the grittier, more youthful vibe that Eilish had in the public eye and on her first album, but would still feel like a natural progression of an artist who was a leader in music, as well as fashion and style.

Guests were invited to step into Billie’s world–an elegant, Old-Hollywood style mansion that became a dreamy, cinematic getaway and was soundtracked by the new album.

The activation targeted Eilish's fans, of which there are legion, of both her music and her style. We invited key influencers that could broaden the reach for the millions of fans who could not be in attendance. There was also a target of broader music fans, who are more likely to embrace the new technology of the Spotify enhanced albums. These are album experiences unique to Spotify that take the listener on a more focused journey through an album. Happier than Ever: The Destination featured three enhanced albums, the first time the technology had been used more than a single time. The style and approach of the destination had to service the key demographics, but without alienating any broader group. As a worldwide superstar, Eilish's fans cover a broad spectrum.

Happier than Ever: The Destination came to life over three days at the Greenburg Estate, a gorgeous property across 8 acres in Beverly Hills. Guests checked in and were cleared at the Beverly Hilton and were then shuttled to the grounds. Tour guides in uniform led attendees through the arena, where key details through sight and sound were placed throughout bringing to life all 14 tracks of the new album.

Each song had an individualized area that immersed attendees in the theme of that particular track.

The VIP preview party kicked off on Thursday night, and culminated with the reveal of the entire album. Over the weekend fans were invited to enjoy the activation in an elevated experience where everyone was treated as a special guest.

Throughout the weekend there were over 500 guests experienced Happier than Ever: The Destination. 24 major press hits and over 330 million impressions followed with a social reach of over 400 million. The album would debut at #1 on the Billboard and would go to number 1 in 27 countries. It would go on to receive 7 Grammy nominations including Album of the Year, Song of the Year and Record of the Year.