Severance Enthusiasts Immerse Themselves in Lumon Industries at Apple’s Engaging Bell Works Event

Forget the glass structures at Grand Central — Apple has elevated its Severance marketing by converting actual filming sites into engaging fan experiences. On April 5, the tech titan transformed Bell Works in Holmdel, New Jersey — the real-life proxy for Lumon Industries — into a grand Severance-themed occasion, allowing fans to step directly into the unsettling corporate realm of the acclaimed Apple TV+ series.

Previously, Apple had executed remarkable stunts such as a glass cube setup at Grand Central Terminal and a balloon-themed exhibition in London. However, the Bell Works event made those feel like practice runs. This was Severance materialized on a monumental scale.

Welcome to Lumon

The experience kicked off before guests even stepped inside the building. As they drove into the Bell Works campus, attendees encountered the iconic white water tower — voiced by SNL’s Sarah Sherman in Season 2 — along with signs that greeted them at Lumon HQ. While imaginary Lumon personnel might regard these sights as mundane or even revered, fans were ecstatic to be ushered into the disquieting corporate environment they’ve come to adore.

Once inside, the thrill only amplified. Bell Works itself exemplifies stunning retro-futuristic architecture, featuring reflective exteriors, tiered pathways, and lofty ceilings. When combined with the Severance-themed décor — including a replica of the Lumon reception area, propaganda posters (“Live, Laugh, Lumon” and “I’m a Frolic-aholic!”), and even a Lumon vending machine — the illusion reached its peak. Actors portraying Lumon employees wandered the space, with Sarah Bock reprising her role as Miss Huang, continuing the tradition of cast members attending in character at these events.

A gigantic projection of Kier Eagan’s head loomed above the gathering, and attendees could explore displays showcasing “Lumon is listening” signage and the “Missing” Gemma posters illustrated by Irving B. in the series.

The Afterparty: A Severance Celebration

The immersive experience flowed into the afterparty, with fans exploring recreated office settings. Actors enacted scenes at the MDR desk, participated in red ball games, and even imitated Helly’s dramatic entrance by lying face-down on a conference table.

The event also included references to fan-favorite scenes and characters. Copies of Ricken Hale’s philosophical book, The You You Are, were exhibited in glass enclosures. Themed refreshments featured a melon bar and a waffle celebration — minus the masked dancers, of course. Dylan would have approved of the amenities.

Mammalians Nurturable Comes to Life

The centerpiece of the evening was a live Q&A with the cast, showrunner Dan Erickson, and executive producer/director Ben Stiller, moderated by Stephen Colbert. Yet, it wasn’t solely the dialogue that captivated the audience — it was the ambiance.

The Q&A was held inside a vast box designed to resemble the grassy hills of Mammalians Nurturable, a surreal setting from Season 2. The box’s contents remained concealed until the show’s composer performed the theme live, sending shivers through the crowd. Then, the curtain fell to reveal the lush green setting, complete with Gwendoline Christie portraying Lorne, the Goat Queen.

Christie roamed the stage, ringing a bell and caring for goats — including a puppet version of Emile, the goat from the Season 2 finale. Emile, who narrowly evaded sacrifice in the narrative, had evidently found a new vocation: stage performer.

A Fandom United

While the Bell Works event was a remarkable production, what truly made it unique was the fans. Unlike the Grand Central pop-up, which thrived on heavy foot traffic, Bell Works necessitated a committed journey. Fans learned about the event just a day prior, yet many traveled to attend, underscoring the show’s escalating popularity.

Back in 2022, Severance was a hidden treasure, enjoyed by a small audience during the pandemic. However, since then, its viewership has surged, with Season 2 becoming Apple TV+’s most-watched series. Witnessing so many enthusiastic fans gathered in one location — at the very site where the show is filmed — served as a striking reminder of the profound impact Severance has on its audience.

In the end, the true reward wasn’t the melon bars or the goat puppets — it was the collective experience of entering a world that has enchanted so many. For Severance fans, the Bell Works event was not merely a pop-up — it was a pilgrimage.

Severance Season 2 is now available for streaming on Apple TV+.