David Bridges
Fans of Apple TV+’s Severance experienced an exhilarating twist of corporate surrealism over the weekend, as the iconic Bell Works building in Holmdel, New Jersey — the very site utilized for Lumon Industries in the series — was transformed into an immersive, limited-time event. This unique activation allowed attendees to step directly into the eerie world of the show, creating a bridge between fiction and reality that captivated fans and newcomers alike.
I went to the ‘Severance’ pop-up in Grand Central. It was wild.
On April 5, this architectural masterpiece morphed into a real-life Lumon experience, artfully blurring the lines between the series’ narrative and its devoted fandom. The event offered a museum-style showcase that included intricately curated set recreations, a menu inspired by Severance, exclusive branded merchandise, and the highlight of the occasion: a delightful waffle party that had fans buzzing with excitement.
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This exclusive one-weekend-only event tapped deeply into the show’s meticulously crafted aesthetic, providing attendees with a tangible experience of its unsettling office environment, often referred to as the “officeverse.” Participants were not merely spectators; they became part of the narrative, engaging with the peculiarities of Lumon Industries in a way that resonated with the show’s themes and visuals.
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The Bell Works building, renowned for being the former headquarters of the legendary Bell Labs — a groundbreaking research and development center now under Nokia’s ownership — served as more than just a backdrop for Severance. In an insightful interview with CNBC Make It, production designer Jeremy Hindle expressed how the space made “our heads explode,” labeling it as the perfect fit for the show’s uniquely unsettling tone. He highlighted that Bell Labs was originally envisioned to be a welcoming environment for the families of scientists and engineers, a stark contrast to the chilling atmosphere of Lumon Industries, which, as Hindle noted, “went down the wrong path.”
That Saturday night also featured an exclusive VIP event, which included a highly anticipated Q&A session with the cast, moderated by The Late Show host Stephen Colbert and attended by a majority of the show’s stars. This engaging interaction provided fans with invaluable insights into the behind-the-scenes workings of the series and allowed them to connect personally with the actors.
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Severance
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Daniel Mercer
