This Clever Pop-Up for The Marvelous Mrs. Maisel Recreated 1960s New York

"Making LA Marvelous," a two-day consumer-facing activation in Los Angeles, transported guests into the hit series through set replicas, interactive activities, and fun photo ops.

Claire Hoffman

August 2, 2022

The goal was to let fans insert themselves into some of the season’s standout moments, Birnbaum explained. “The Wonder Wheel scene, for example, was such a Maisel classic that we knew we had to recreate it—especially with the funnel cake,” she said.Photo: Will Tee Yang
LOS ANGELES—Prime Video’s smash hit series The Marvelous Mrs. Maisel is jam-packed with colorful 1950s- and 1960s-inspired imagery—making it perfectly primed to be promoted through a variety of clever activations over the years. To celebrate the series, the studio has executed everything from a themed hotel room to a vintage Carnegie Deli pop-up to a fun stunt featuring 16-foot-tall pink plungers to a headline-grabbing promotion that brought 1959 prices to Los Angeles retailers.

The latest consumer-facing activation celebrated season four and aimed to bring the spirit of The Marvelous Mrs. Maisel’s 1960s New York to Los Angeles. The two-day activation, called “Making LA Marvelous,” filled a raw space on Melrose Avenue with sets inspired by the new season. Highlights included mahjong tables, a roving magician, a Coney Island photo op, a detailed recreation of character Susie Myerson's office, and even replicas of real-life New York establishments like Russ & Daughters and the Blue Note Jazz Club.

Debra Birnbaum, head of awards at Amazon Studios, credited the show's creators—and their attention to detail—when asked why the series is such a good fit for experiential campaigns. "They’ve created such a rich, vibrant world that gives us so much to work with—and so many partners who want to work with us," she said.

Open from June 18-19, the "Making LA Marvelous" pop-up was free and open to the public. “Fans have played such a huge role in the success of The Marvelous Mrs. Maisel, and we wanted to make sure they felt part of the series’ continued success,” Birnbaum explained.

Cartwheel and Co. Marketing handled all program elements, including concept creation, design and execution, and PR and amplification elements. Scroll down for a look inside the Insta-ready, multipart experience.

In celebration of season four of The Marvelous Mrs. Maisel, Prime Video brought the spirit of the show's New York City setting to Los Angeles with a two-day pop-up dubbed “Making LA Marvelous.” The free, fan-facing exhibition was open from June 18-19 at 8175 Melrose Ave.

Photo: Will Tee Yang

Guests were encouraged to don their best Maisel-inspired outfits, and could pose for photos with classic cars before entering the activation.

Photo: Will Tee Yang

The multipart experience aimed to transport fans into the world of the acclaimed series through interactive activities, photo ops, and sets inspired by the show’s fourth season. When choosing the various activations within the space, Birnbaum said the team studied key moments from the show. “The creators have created such a specific look-and-feel for the series, and we wanted the event to capture all of that attention to detail,” she said.

Photo: Will Tee Yang

Upon entering, a costumed staffer greeted guests with a postcard welcoming them to 1960s New York City. As they explored the space, attendees were encouraged to get a stamp on their cards at each of the experience’s five stops. New York-inspired details included manhole covers, subway signs, and custom matchbooks.

Photo: Will Tee Yang

A fun photo op allowed attendees to pose inside a Ferris wheel car, inspired by Coney Island.

Photo: Will Tee Yang

The goal was to let fans insert themselves into some of the season’s standout moments, Birnbaum explained. “The Wonder Wheel scene, for example, was such a Maisel classic that we knew we had to recreate it—especially with the funnel cake,” she said.

Photo: Will Tee Yang

A recreation of New York’s iconic Lower East Side deli Russ & Daughters was also on-site. Guests could order class Jewish appetizers in front of a vintage backdrop that recreated the original outpost.

Photo: Will Tee Yang

A stage and seating area evoked New York’s real-life Blue Note Jazz Club, where guests could enjoy 1960s-inspired jazz performances every hour during the pop-up’s run.

“Food and music were always going to be the centerpieces [of the experience,] and both Russ & Daughters and Blue Note were eager partners in brainstorming their elements,” Birnbaum explained.

Photo: Will Tee Yang

There was also a roving magician, and a station where guests could play mahjong.

Photo: Will Tee Yang

A replica of Susie Myerson’s office was inspired by the set designed by acclaimed production designer Bill Groom. Details included Susie’s business cards and desk plaque, and even a working typewriter.

In her experience, Birnbaum noted that successful consumer activations are “all about authenticity” right now. “Being true to the show [is] what fans really respond to.”

Photo: Will Tee Yang

All performers, brand ambassadors, and staff wore masks, and attendees were asked to mask unless eating or drinking. Proof of full vaccination or a negative test was required. Birnbaum noted the team also limited the flow of people throughout the day to prevent overcrowding.

Photo: Will Tee Yang