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The space, which will remain open until Sunday (20 December), has been created to increase awareness of the brand’s music streaming service, as well as educate passers-by about the benefits of its premium option.

The pop-up is manned by brand ambassadors, who have been tasked with helping members of the public get started on Spotify’s three month Premium trial, as well as inform them about other offers.

King’s Cross has been selected as the activation site due to the high number of commuters who pass in and out of the station each day. The activity is aimed at both new and existing free users of the service.

Matt Johnson, junior account director at Wasserman Experience said: "Experiential marketing can play a key role in a consumer’s path to purchase.

"With the Spotify pop-up store we’ve added an extra element to its digital sign-up campaign, giving Spotify a physical presence that means it is able to engage with consumers face to face, and deliver an experience that will result in more sign-ups to Spotify Premium."

Spotify teamed up with , which visited universities around the UK. 

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