British megastar Ed Sheeran has announced a three-day immersive 'Equals Listening Experience'.

The 30-year-old is gearing up to release his most personal album so far, =, on October 29, and to coincide with the release he has teamed up with Amazon Music to give fans a chance to step inside the world of his fourth studio effort.

The eagerly awaited pop-up will not only feature a 360 sensory experience creating the "illusion of an infinite meadow", but also butterfly projections and an AR (Augmented Reality) photo wall, where fans can take photos and videos "with a swarm of digital butterflies".

The album's bold cover art for the LP just so happens to be a painting by the Grammy-winner himself featuring butterflies.

A press release states that the pop-up "will take fans on the journey of the album's evolution. Upon arrival, guests will step into a darkened room before entering 'The Equals Listening Experience', resetting their senses as they prepare to journey through the pop-up event. Once inside, fans will be welcomed into the listening meadow, a 360 sensory experience, where they will have a chance to hear a clip from Ed talking about the album, before listening to some of the tracks in spatial audio. Kitted out with mirrored walls creating the illusion of an infinite meadow, immersive sound and lighting alongside butterfly projections, 'The Equals Listening Experience' will allow visitors to feel as though they've travelled right into the heart of the album. As guests depart the experience, they will have the chance to visit the augmented reality photo wall, where they can capture pictures and videos with a swarm of digital butterflies."

'The Equals Listening Experience' is set to take place in the U.K. at Protein Studios in London from 12pm - 8pm on Friday, October 29 and 10am - 8pm on Saturday 30 and Sunday, October 31.

Access to 'The Listening Equals Experience' is free but pre-book tickets to make sure you don't miss out. Tickets are available now here.

The album will also be available to stream on Amazon Music globally, and on Alexa-enabled devices by simply asking "Alexa, play Equals by Ed Sheeran."

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