Apple TV+ Puts ‘Severance’ Employees to Work at Grand Central Station

Photo credit: Apple TV on YouTube

On 14th January, thousands of commuters churning through New York City’s Grand Central Station were stopped by a strange sight. In a glass box, positioned slap-bang in the centre of Vanderbilt Hall, sat a succession of desks and computers. And then, adorned in their finest business casual, the stars of a prestige Apple TV+ drama started to work on them. 

The stunt coincides, of course, with the launch of the second season of ‘Severance’ tomorrow (Jan 17th). In the show, viewers see how the employees of the darkly mysterious mega-company Lumon are almost literally split into two - with the ‘innies’ (those working for Lumon during the day) entirely unaware of the lives of the ‘outies’ (the same employees living their home lives outside of work). It’s fitting, then, that the marketing stunt confronted New Yorkers precisely in the middle of their own transition from life at home to drudgery at work via their commutes. 

As well as the stars of the show - including Adam Scott (Mark) and Britt Lower (Helly) - director Ben Stiller and showrunner Dan Erickson could be seen pacing back and forth as they took pictures of the boxed stars, like two proud dads watching soccer practice. 

The pop-up set was replete with details to satisfy fans of the show, including the speaker used by Lumon bosses to communicate with staff, Mr. Milchick’s red ball, Mark’s crystal head cube, and more - including all desks featuring a framed group picture of the company’s staff taken during season one. Meanwhile, social media was ablaze with stories of fans' surprising interactions with the stunt - including one X user who reported being brusquely informed by a security guard that "Lumon doesn't employ actors". 

It’s a level of care and attention to detail that’s designed to reward returning fans, and generate positive sentiment ahead of the incoming season. It’s also another example of what’s become a recurring theme of imaginative real-world promotions in the post-Barbie world of entertainment. It harkens back to a Christmas tree being turned into an enormous recreation of The Emerald City in St Pancras Station, London, to promote ‘Wicked’. Or the UK capital being beset by the iconic masked guards from Squid Game to promote its second series on Netflix. But by placing the stars of ‘Severance’ in a glass box in one of the busiest rush hour locations in the world, it feels as though Apple TV+ is upping the ante. 

As for whether that level of quality and ambition will translate into the acclaimed show’s second series, fans won’t need to wait long to find out.