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I went to the ‘Severance’ pop-up in Grand Central Station. It was wild. [Video]

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Marketing Technology

A marketing stunt for AppleTV+’s Severance Season 2 shook up New York City’s Grand Central Station on Jan. 14. And I witnessed it in all its surreal glory.

The pop-up began when a large glass box appeared in Grand Central’s Vanderbilt Hall, containing a replica of the four-seated desk from Lumon’s Macrodata Refinement department. Hired actors playing Lumon employees sat at their desks, doing Lumon things (by which I mean, sorting numbers while not having a clue what said numbers mean).

The stunt kicked it into high gear when Severance‘s actors themselves entered the cube. Adam Scott, Britt Lower, and Zach Cherry arrived first, playing Mark S., Helly R., and Dylan G. Also present were Patricia Arquette as Harmony Cobel and Tramell Tillman as Mr. Milchick. The only MDR employee missing was Irving B. (John Turturro). I can only presume he was off in the Perpetuity Wing, admiring the Eagans.

Meanwhile, creator and showrunner Dan Erickson looked …

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