The roughly 14,000 residents of Ipswich, Massachusetts, probably didnt expect four-time Grammy winner Ed Sheeran to host a pop-up in their small coastal town to promote his new single, Old Phone, but thats exactly what the English singer-songwriter did, in the form of a cozy pub. For one day onlyFriday, March 28fans flocked to the temporary establishment to hear Sheeran perform while drinking Guinness and noshing on classic bar fare, including roast beef sandwiches and french fries. The musician offered AD a sneak peek of the immersive setting, which doubled as the location for the songs music video.The space, built by Pink Sparrow, was done up like an authentic pub like the ones found throughout the UK and Ireland. An old-fashioned wood-paneled bar, brown leather booths, a dartboard, and dark green walls lined with memorabilia decorated its interior. At the heart of the pub, overlapping vintage patterned area rugs anchored a lounge area where Sheeran performed.The pub featured nods to Ipswich Town Football Club and more memorabilia.Photo: Mark SurridgeLocals began to speculate early last week when a structure called The Old Phone Pub began taking shape in a parking lot of the towns historic district. Then, Sheeran confirmed his plans during an interview with Jimmy Fallon on March 26. Its a full working pub, he told Fallon before debuting the song from his upcoming album, Play. The music video is basically the build of the pub with everyone locally, he explained. And then to get entry into it, you have to go on your old phone and find an old message or a video that means a lot to you and send it in, and then afterwards we're going to project them on the walls. Sheeran told Fallon that the idea for the song occurred to him while looking through messages and photos inyou guessed ithis old phone.We wanted The Old Phone to feel like it had always been there, albeit suspended between worldspart Ipswich, UK, part small-town New England, and part something more imagined. It was rich with layersarchitectural and emotionaland had to do a lot at once: support a performance, create intimacy, and tell a story, Cat Garcia-Menocal, Pink Sparrows creative director, tells AD. It needed to perform like a cinematic environment but also feel emotionally grounded, like a pub youve always known. That push and pull between the real and the constructed, between architectural realism and emotional storytelling, was central to the design decisions we made.