From April 6-7, West Hollywood's Mel's Drive-In was transformed into the iconic Frosty's Palace to celebrate the release of Grease: Rise of the Pink Ladies, which is a 10-episode prequel to the original film.Photo: Getty Images/Matt Winkelmeyer
From April 6-7, Grease fans descended on a replica of Frosty's Palace, the iconic diner from the original 1978 film and the social stomping ground in Paramount+'s latest 10-episode rendition, which is a prequel to the original film. True to its form, the space was outfitted in '50s-era decor, photo-worthy vendettas, themed merchandise and, of course, pink.
The goal was to make the entire experience immersive, while providing organic moments that would inspire guests to capture photos. The result? Naturally integrated photo ops that kept guests engaged in the experience without distracting or pulling them out of the environment.
It was also important to the Paramount+ team that details didn't "feel forced or cheesy." Consider the mission accomplished, with popular photo ops like the classic T-Bird outside at the entrance, the "think pink" booths, as well as the milkshakes themselves.
And as a fan of the cultural sensation himself, Shawn Silverman, the senior vice president of program marketing at Paramount Streaming, noted how "it was a thrill to see Rydell High's favorite hangout spot come to life, and to witness the reactions from the new and longtime fans who came by the diner."
Mel's Drive-In got a makeover to replicate the real Frosty's Palace—Rydell High School's top after-school social hangout.Photo: Getty Images/Matt Winkelmeyer
The pop-up was open to the public, but required RSVPs to be made in advance, with reservations on offer so guests could maximize their self-guided experience. Many attendees embraced the theme by coming dressed in their best 1950s apparel. Naturally, the event also offered guests additional opportunities to "Grease-ify" their look.
Take the black and pink, '50s-style cat-eye sunglasses, for example, which could be personalized with a glasses chain. Each eventgoer was also able to customize an embroidered ascot.
And when not designing their best 1950s garb, guests sat down to a custom-curated menu of diner foods, including baskets of fries and four different types of milkshakes that were inspired by the show’s characters. On offer? The Jane, a strawberry swirl shake topped with pink heart sprinkles, a strawberry wafer, fresh strawberries, and pink cotton candy; The Olivia, a vegan vanilla shake with rainbow sprinkles and edible glitter; The Cynthia, a chocolate Oreo shake; and The Nancy, a mint chocolate shake. (As Rizzo would say, "Eat your heart out.")
"The custom-designed milkshakes for the event were so popular that the owners of Mel’s are hoping to add them permanently to the menu!" Silverman said.
And at each table and booth was a QR code gave scanners access to a 30-day free trial of Paramount+. 
The diner booths were photo ops in and of themselves, and the themed milkshakes made for the perfect prop.Photo: Getty Images/Matt Winkelmeyer
On Frosty Palace's opening night, guests with 7:30 p.m. reservations sat down to a drive-in style, outdoor screening of the series' first episode. "Watching the screening outside as the songs echoed through Hollywood was a great opportunity for guests to truly be transported into what felt like a set, and [was] far removed from the parking lot that was transformed for the event," Silverman added.
As for the partnership with POPSUGAR, Silverman described the collaboration as a natural fit "given the show's central themes of female empowerment and friendship [as well as POPSUGAR's] wide, female-skewing audience of pop culture-obsessed readers."
Colbern Uhl, the director of experiential strategy at Vox Media (which owns POPSUGAR) said of the pop-up: "Bringing the Frosty Palace to life in partnership with Paramount+ was a thrill. Taking inspiration from the actual sets, characters, and costumes from ‘Grease: Rise of the Pink Ladies,’ we created a truly immersive, 1950s diner experience complete with custom scenic design, interactive photo moments, antique cars, a bespoke selection of Instagramable milkshakes, and more."
Keep scrolling to see how Paramount+ and POPSUGAR transported guests into the world of the Pink Ladies, plus more from inside the Frosty Palace...
