Apple TV+ recently staged a captivating marketing stunt for the highly anticipated second season of their hit show “Severance” at New York City’s Grand Central Terminal.
On January 14, 2025, commuters and fans were treated to a surreal spectacle as a glass cube resembling the show’s iconic “Macrodata Refinement” office was installed in Vanderbilt Hall. The pop-up featured cast members Adam Scott, Britt Lower, Zach Cherry, Patricia Arquette, and Tramell Tillman, who inhabited their characters for approximately two and a half hours.
They engaged in typical “Lumon Industries” activities, such as working on computers and sorting numbers, all while being observed by curious onlookers.This unique activation blurred the lines between fiction and reality, allowing fans to witness what appeared to be a live episode of “Severance” unfolding before their eyes. The event’s timing and location were particularly fitting, as it coincided with peak commuting hours when many were transitioning between their work and personal lives – a central theme of the show.The pop-up generated significant buzz on social media and attracted both devoted fans and newcomers to the series. It served as an innovative way to promote the show’s second season, which premiered on January 17, 2025.
The exhibition remained open until 8 PM on January 15, giving more people the opportunity to experience this clever marketing initiative. As “Severance” continues to captivate audiences with its intriguing premise and stellar performances, this Grand Central Terminal pop-up demonstrated Apple TV+’s commitment to creating memorable, immersive experiences for its viewers.
Personally, I would have loved to see it myself in person, being a fan of the first hour. What about you?
