Talk about getting a show on track. Sorry couldn’t resist the pun. On January 14th, New York City commuters were greeted by an unusual spectacle at Grand Central Station’s Vanderbilt Hall. Inside a glass box, desks and computers were arranged to mimic an office space, and the stars of Apple TV+’s hit drama Severance—including Adam Scott and Britt Lower—took their places, working away as onlookers watched in curiosity and awe.
Even director Ben Stiller and showrunner Dan Erickson were present, capturing the moment like proud parents at a school recital.
The elaborate installation coincided with the highly anticipated second season of Severance, launching January 17th. The show explores the unsettling premise of employees at Lumon Industries being psychologically split into two distinct personas: “innies” who work for the mysterious company, and “outies” who live their lives unaware of their workplace selves.
This unique activation brought the show’s concept to life, strategically placed during the morning commute to blur the line between home life and the grind of work.
The pop-up set wasn’t just visually striking; it was packed with Easter eggs for diehard fans. Props from the show included Lumon’s iconic speaker, Mr. Milchick’s red ball, Mark’s crystal head cube, and group staff photos from the first season, displayed on every desk. Fans even reported surprising interactions, such as a security guard brusquely asserting, “Lumon doesn’t employ actors,” adding to the immersive experience. Watch below:
A Trend in Immersive Marketing
This activation is part of a growing trend of imaginative real-world promotions. Following the success of large-scale stunts like Barbie’s Dreamhouse or Squid Game’s masked guards in London, Apple TV+ raised the bar by placing actual stars of the show in one of the busiest commuter hubs in North America. The result was a buzz-worthy event that dominated social media, sparking conversation and excitement just days before the new season’s debut.
The Stakes for Season Two
With such a bold marketing effort, expectations for Severance’s second season are sky-high. The meticulous care in designing this event mirrors the level of craftsmanship fans have come to expect from the show. Whether this ambition will translate to critical acclaim and viewer satisfaction remains to be seen—but the wait won’t be long.
For now, the Lumon box at Grand Central Station stands as a testament to Apple TV+’s commitment to creating buzz-worthy, memorable experiences that blur the lines between fiction and reality, leaving fans eager for what’s next.
Episode 1 of Season 2 is now streaming on Apple TV+.
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