See How NBC Celebrated the 25th Anniversary of 'Law & Order: SVU'

Mariska Hargitay, who plays Benson on the show, stopped by to meet fans.Photo: Andrew Walker/Shutterstock for NBCNEW YORK—On March 14 and 15, NBC took over NYC’s Rockefeller Plaza, turning it into “Olivia Benson Plaza” to celebrate the 25th anniversary of Law & Order: Special Victims Unit. FYI: Benson, played by Mariska Hargitay, is the show’s main protagonist and a fan fave. 

As fans entered the experience, they were greeted with photo opportunities in front of a larger-than-life Law & Order sign as well as a “Dun Dun” sign—a nod to the show’s famous theme song. After passing through subway-inspired turnstiles, fans enjoyed coffee and tea from a "Benson & Co. Coffee" truck provided by La Colombe.

“When we started thinking about ways to honor SVU’s 25th anniversary, we thought, 'What better way to bring the show to life than with an experience designed for the show’s loyal fandom?'” explained Margaret Walker, senior vice president of NBC brand strategy and audience growth at NBCUniversal Entertainment, about the concept. 

“Law & Order: Special Victims Unit and New York have always been intrinsically linked, and Olivia Benson is an iconic character whose connection to our viewers has only grown over the past 25 years. We wanted to create something that paid tribute to her legacy while also honoring the fans.” 

The experience, which was produced by NVE Experience Agency, expanded upon the unique connection that the show has developed with its fans, offering them a new way to engage and interact with the series and fellow viewers. 

“An activation like this makes them feel recognized, and it gives them a space to express their love for something that is really special to them. It’s providing a shared experience with other fans that are just as passionate as they are, reinforcing a real sense of community,” Walker said. 

Attendees were also able to purchase 25th anniversary merchandise created with The Shop at NBC Studios, including personalized bracelets from Little Words Project along with custom T-shirts and mugs. There was also a 25th anniversary wall displaying key memorabilia from the show, and a photo op mirroring the opening sequence of the series.

Over the course of both days, more than 2,000 people visited the experience. Keep scrolling to see more from “Olivia Benson Plaza”...