12 Wet and Wild Ideas From a Mermaid Museum

For its new series Siren, Freeform built a multi-sensory experience devoted to the mysterious sea creatures.

By Michele Laufik April 4, 2018, 7:31 AM EDT

The museum’s main attraction was a 50,000-pound tank containing a live mermaid. The 4,800 gallons of water were donated to TreePeople to be used to water the facility’s landscape at the end of the exhibition’s run.

Photo: Joe Kohen

To celebrate the premiere of its new drama about somewhat scary mermaids called Siren, Freeform teamed up with lifestyle media company Popsugar to create an immersive “Mermaid Museum.”

Open to the public from March 22 to 25, the free ticketed event, held at the new Goya Studios in Los Angeles, explored the mythological creatures with multi-sensory experiences, including a live mermaid, a recreation of a fishing shop from the television series, photo setups, and a ball pit room. Popsugar's experiential marketing manager Kaitlyn Viola tasked April Luca and Los Angeles-based event agency Gold Sky Productions with producing the underwater world.

“The idea for all of the activations and decor came from the creative team imagining what we would do all day if we were mermaids,” Luca joked.

Throughout the five-day pop-up event, the museum saw more than 4,600 attendees, including celebrity guests such as Lauren Bushnell, Ashley Greene, Brandi Cyrus, and Nastia Liukin.

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