Just as the phrase “It’s Britney, bitch” knocks you back at the onset of “Gimme More,” the pink exterior of Britney Spears: The Zone practically blinds you as you turn the corner on 3rd Street. The Zone, an interactive pop-up experience opening in Los Angeles this Friday (January 31), announces itself loudly, with a flowery, Pepto Bismol-pink mural featuring a lifelike recreation of Spears’s snake-assisted “I’m a Slave 4 U” strut and a portrait from her Piece of Me promo shoot. Even the parking lot lines have been repainted pink. In this house, it’s all Britney.
The Zone is situated inside an old Kmart and utilizes all 30,000 square feet to bring the living pop icon’s most beloved eras and music videos to life. When you walk through the doors, you’re smack-dab in the middle of a giant retail shop selling everything Britney: old tour tees, “Work Bitch” hats, pastel pink basketballs, Britney Funko dolls, and more. There are tall display cases with memorable Spears costumes, including the adorable dress she wore as an 11-year-old contestant on Star Search, the orange studded bodysuit from “Till The World Ends,” the blue flight attendant getup from “Toxic,” and her Pepsi race car uniform.