The Emmy-award winning, Amazon Prime Video original series, The Marvelous Mrs. Maisel, has transported viewers from 2018 to 1958 New York City through the magic of television. From November 29 through December 8, 2018, fans of the show were able to experience a slice of 1958 New York, as we brought the Carnegie Deli back to real life through a pop-up replica restaurant in Lower Manhattan.
This one-of-a-kind pop-up deli transported visitors back to the era of the TV series, with everything from décor, to pricing, to the menu, reflecting 1950’s New York City as depicted in The Marvelous Mrs. Maisel. This experience was designed to promote the show’s second season, streaming now on Amazon Prime Video.
-AGENCY: TOOL -CLIENT: AMAZON PRIME VIDEO -ROLE: CREATIVE DIRECTION, STRATEGY
We worked closely with 'The Marvelous Mrs. Maisel' production team and the owner of iconic Carnegie Deli, which shut its doors in 2016 after serving New Yorkers for 79 years. The Carnegie Deli Pop-Up served original sandwiches named after the most beloved characters of the show, as well as cheesecake, and black and white cookies. The star of the food lineup was “The Maisel” – two slices of rye packed with world-famous Carnegie Deli pastrami, salami, coleslaw and secret sauce. A sandwich worth the schlep! I was a Creative Director on the project and was responsible for the concept and strategy. I worked alongside Creative Directors Steve Mapp and Nick Olish. See some press below: