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 (John Turturro). I can only presume he was off in the Perpetuity Wing, admiring the Eagans.
Meanwhile, creator and showrunner Dan Erickson looked on from the sidelines, while director and executive producer Ben Stiller gave interviews and took photos of the cube like a proud father.
Once inside the cube, the actors played out what a day at Lumon might look like. While onlookers couldn’t hear what any of them were saying, there was no denying the show was enthralling. It was like an entire episode of Severance was taking shape before us, and I certainly reacted accordingly. I jolted when Ms. Cobel smacked the desk with a Lumon-brand ruler. I chuckled when Helly playfully threw a cleaning rag at Mr. Milchick. (She did so multiple times.) And, like the many Severance viewers who enjoy picking the show apart for clues, I examined the set for hints about Season 2.
The Severance pop-up was full of details for fans
The board will hear you now.
Credit: Belen Edwards
While the pop-up didn’t give us any plot hints about what to expect from Season 2 — there was tragically no Post-It note reading, “Here’s what Lumon is doing with Mark’s wife Gemma (Dichen Lachman)” — it was full of exciting details bound to make any Severance fan lose their mind.
The desks, for example, were painstaking recreations of those we see in the show. Dylan’s desk featured several caricature portraits, which are among the perks MDR employees receive for completing their files. (At one point, Cherry also pulled out two finger traps, another Lumon perk.) Mark’s desk also featured the crystal head cube he got for completing the Allentown file. Plus, everyone had the MDR group picture on their desk.
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The actors brought in props from the show as well. Mr. Milchick carried around the red ball used in an icebreaker scene from Season 1. He also held Dr. Ricken Hale’s (Michael Chernus) book The You You Are behind his back. Be sure to keep that away from those Innies, Milchick, you don’t want them gaining a sense of self! But The You You Are wasn’t the only Severance book in the cube. At one point, Mark read aloud from what looked like Lumon’s Compliance Handbook. And yes, I did freak out and point at each prop. When else am I going to be in the presence of the great Ricken Hale’s writings?
The fun didn’t stay in the cube, though. Outside the cube, a white pedestal bore the speaker from Ms. Cobel’s office that the Lumon Board uses to communicate with staff. “Communicate” may be a strong word for what is actually just “menacing static noices,” which was all I could hear from the speaker in Grand Central.
Things took a turn for the strange as the Innies began to clock out of the cube at around 7 p.m. (I cannot stress enough that the cast were in there for over an hour.) Ms. Cobel forced Mark to stand in one corner of the cube like he was on a timeout, then proceeded to berate him. Or maybe sing the Kier anthem at him like she did in Season 1? We couldn’t hear. But we could see the Post-It note that Scott and Arquette wrote on, then taped to the wall of the cube. Upon their exit, the audience rushed over to see what it said. It just said, “human,” with a small drawing of a triangle next to it. Fan theorists, do your thing and tell me what it means!
The Severance pop-up was a joyful (and strange) fan experience
Lumon takes NYC.
Credit: Marion Curtis / StarPix for Apple TV+
Unsurprisingly, the Severance pop-up lit up social media. A bizarro marketing stunt with the actual Severance cast present? That’s perfect fodder for virality.
But the pop-up lit up Grand Central as well. All around me, I heard people freaking out about the actors, and about Severance in general. Fans described their excitement for Season 2, discussing everything from their theories about Lumon’s baby goats to the watch parties they were planning. (Might I suggest a cursed menu of eggs, waffles, and melon?)
Best of all were people using the presence of the Lumon cube to sell Severance to their friends. I heard a number of variations on, “have you watched this show? You need to watch this show.” I agree!
Even the location enhanced the strange Severance drama we were watching play out. Grand Central Station at rush hour is peak work commute time, when everyone is effectively switching from their work selves to their non-work selves. (One could even say… going from their Innies to their Outies.) I was on the way home from work myself when I got wind of the pop-up and switched my entire commute to see the great Lumon cube in person.
If anything, watching the Innies in action as everyone bustled home to work around them highlighted their in-show plight even more. We can all leave work behind, but for them, it’s all they know. Plus, they’re all under observation by Lumon’s higher-ups, just like the actors were under observation in their glass box. In taking pictures and gawking at the Innies, were we no better than Lumon? The layers! The questions of work-life balance!
Did this pop-up give me a tiny existential crisis? Maybe. Did it make me more excited for Severance Season 2? Most definitely.
Severance Season 2 premieres Jan. 17 on Apple TV+, with a new episode every week.