Building on the success of a similar Boardwalk Empire promotion earlier this year, HBO once again turned its New York retail store into an experiential space with props and set pieces from one of its original series. This time around, the cable network is marketing Game of Thrones, using an exhibit of more than 50 artifacts brought in from the set to build buzz for this Sunday's second-season premiere.
Designed to give fans of the medieval fantasy show a behind-the-scenes look at the different visual elements of production, the shop was redecorated as a museum, with items like Prince Joffrey's crown, Daenerys's dragon eggs, and Ned Stark's decapitated head carefully displayed behind glass. The activation, which continues through the end of April, also publicizes the Game of Thrones merchandise line, a collection of T-shirts, mugs, and other souvenirs emblazoned with the different "houses" featured in the series.
In addition to branded gear displayed on mannequins in the window and throughout the store, HBO flaunted Michele Clapton's intricately designed costumes. The showing of the clothing was a strategic move by the network, which will soon launch a consumer apparel line in collaboration with the Emmy-nominated designer. Still in the works, the collection will offer wearable pieces inspired by the show.