Ed Sheeran Store to Open Prior to Concerts

“The excitement in society is up. People know this is approaching,” Ísleifur B. Þórhallsson, CEO of Sena Live event management company, tells Morgunblaðið .

With just over five weeks to go till Ed Sheeran performs in Iceland, preparations are underway. The popular English musician will give two concerts at Laugardalsvöllur arena, Reykjavík, August 10 and 11. The first concert – 30,000 tickets - sold out, but some tickets remain available for the second one.

Much preparation is needed before tens of thousands of fans can flock to the events. To facilitate the delivery of tickets, Sena Live, the company planning the event, has a plan in place: “When ticket sales began, we told people they’d get their paper tickets three weeks prior to the concerts. To be able to serve this many people, we need some kind of center and decided to open a store in Kringlan shopping center on Thursday, July 18,” Ísleifur explains.

The store will furthermore carry Ed Sheeran merchandise. “Then, there will of course be entertainment, unexpected happenings and lots of action, as it draws closer. We’ll soon be sending all buyers a notice with detailed information,” he adds.

Transport to and from the venue must be well planned. Some streets in the vicinity will be closed, and concert goers will be encouraged not to arrive by car, due to limited parking facilities. “We’ll offer free shuttle rides from Kringlan and back, before and after the event,” Ísleifur notes. “Besides, bus service will be free in the capital area on concert days, as long as a concert ticket is presented.”

Ed Sheeran is on a world tour right now. A group from Sena Live visited Portugal recently to obtain information about the event. The group was well received by the star. “He said he was very excited to visit Iceland – more so that about visiting any other place on his tour. That excitement didn’t diminish when we told him we had for sure set a world record in ticket sales here,” Ísleifur happily reports.

Last year, Sheeran posted pictures of himself on social media, donning the official jersey of the Icelandic men’s national soccer team, as Icelanders competed at the FIFA World Cup in Russia.

“He mentioned the national soccer team to us and asked if there was a chance he could get a jersey when he arrives, and he asked us to invite the national team to the concert on his behalf,” Ísleifur reveals.