The Boys set up shop in Los Angeles
Pop-up delicatessen sets the scene for upcoming Amazon Prime Video superhero drama.
Amazon Prime Video and AKQA have together created an immersive theatrical and culinary experience to launch upcoming Amazon Original series The
Based on a New York Times-bestselling comic written by Garth Ennis, The Boys is an irreverent take on what happens when superheroes – who are as popular as celebrities, as influential as politicians and as revered as gods – abuse their superpowers rather than use them for good.
The titular vigilante group, led by Billy Butcher, strives to take down the shady corporation, Vought International, and its corrupt superhero squad The Seven, and the real-life Butcher Shop now brings this crazy, messed-up world to LA’s Fairfax pop-culture district. AKQA also created the OOH billboards and posters leading up to the experience.
The deli, which was produced by creative experiences studio, HeLo, will thrill visitors with interactive theatre and exclusive show previews, staged with Hollywood-level sets and props, while also serving up gourmet sandwiches designed by famed LA chef Ludo Lefebvre.
The highly anticipated series launches on Amazon Prime Video today [July 26], in more than 200 countries and territories worldwide. The corresponding Butcher Shop experience now transforms Fairfax Avenue into a portal to this underground universe, complete with The Boys’ signature blue-collar grit and edge.
Over a two-day service, visitors will be immersed in exhilarating sights and sounds, exclusive preview screenings, perhaps even encountering caged, captured ‘supes’. Throughout, hidden references and coded messages will expand The Boys’ world.
The Butcher Shop’s closing will also be fittingly dramatic, with an appropriate serving of shock value.
“Our goal is to creatively and artfully recreate The Boys’ universe with an experience that’s fully immersive and fun for fans, in the heart of LA’s buzzing Fairfax district,” said Mike Benson, Head of Marketing, Amazon Studios. “The Butcher Shop experience will capture the hearts – and stomachs – of comic-book fans and future The Boys fans alike, and it continues the work of Amazon Prime Video to lead the entertainment industry with experiences that connect fans in a deeper way to our series.”