Immersive Experience: Apple TV+’s Severance Takes Over Iconic Bell Works Building
In a unique blend of fiction and reality, the Bell Works building in Holmdel, New Jersey, was transformed into a real-life Lumon Industries experience, captivating fans of Apple TV+’s Severance. This limited-time immersive event, which took place on April 5, blurred the lines between the show’s eerie office world and the real world, offering attendees an unforgettable experience.
The Bell Works building, once home to the legendary Bell Labs, was the perfect setting for this event. Production designer Jeremy Hindle described the space as a "perfect fit" for the show’s unsettling tone, noting that it was originally designed to be a welcoming environment for the families of scientists and engineers. However, as Hindle pointed out, Lumon Industries "went down the wrong path," creating a sense of unease that is eerily mirrored in the building’s architecture.
The one-weekend-only activation featured a museum-style showcase with curated set recreations, Severance-inspired menus, and exclusive branded merchandise. The pièce de résistance was a waffle party, which added a touch of whimsy to the otherwise unsettling atmosphere. Attendees were able to immerse themselves in the show’s meticulously crafted aesthetic, getting a tangible taste of its unsettling officeverse.
The event also included a VIP session, where fans had the opportunity to engage with the cast in a Q&A session moderated by The Late Show host Stephen Colbert. This exclusive experience was attended by most of the show’s stars, making it a memorable night for fans.
The Severance immersive event at Bell Works building is a testament to the show’s ability to tap into its fans’ imagination and create a sense of community. By bringing the fictional world of Lumon Industries to life, the event blurred the lines between fiction and reality, creating a unique and unforgettable experience for attendees. As the show continues to gain popularity, it will be interesting to see how it continues to engage with its fans and push the boundaries of immersive storytelling.
