Faber has unveiled a mural in east London on the front of its new Sally Rooney pop-up shop, inspired by Manshen Lo's cover artwork for Beautiful World, Where Are You.
A previously announced pop-up bookshop in Shoreditch, which will take place from 10th to 12th September, is accessed through the bottom of the mural.
Faber has also collaborated with the illustrator to create what it says is a "record-breaking" number of sales outlets for UK and international bookshops, with bespoke character artwork on posters, bookmarks, badges, T-shirts, totes and pins.
Several Waterstones and Foyles shops have unveiled window displays inspired by the artwork, while the pre-order campaign included exclusive prints by Lo as retailer exclusives.
To celebrate publication day, 50 indies and Waterstones shops opened their doors early, with the first fans receiving exclusive goodie bags and several shops hosting breakfasts.
Faber has also worked with Books that Matter, Bloom & Wild and Patch Plants on exclusive subscription boxes and discount codes. Advertising is now running across London buses, alongside an extensive podcast and a targeted social media campaign throughout the rest of the year.
Rooney also appeared in conversation with fellow Irish author and broadcaster Emma Dabiri, in an event at the Southbank Centre earlier this week.