Amazon Prime: The Boys Butcher Shop by AKQA

Amazon Prime Video’s upcoming show, The Boys, features a profane character called The Butcher, and to bring some buzz to the show, Amazon and AKQA have teamed up to bring an actual butcher shop and deli with the character’s signature swagger to life in Los Angeles.

The immersive theatrical and culinary experience to launch the upcoming Amazon Original series later this month takes its name and ethos from the Billy Butcher, and looks to entice visitors with interactive theatre and exclusive show previews, staged with lifelike Hollywood-level sets and props, while also serving up gourmet sandwiches designed by famed LA chef Ludo Lefebvre.

The Boys, based on the bestselling comic, is an irreverent take on what happens when superheroes abuse their superpowers rather than use them for good. The titular vigilante group strives to take down the shady Vought International corporation and its corrupt superhero squad The Seven. The Boys launches on Amazon Prime Video July 26 globally.

The real-life ‘Butcher Shop’ brings the alternate world to LA’s Fairfax pop-culture district. It’s designed to recreate everything that makes The Boys so special, with a brash grit meant to appeal to comic and superhero movie fans as much as to those who’ve reached ‘do-good superhero’ fatigue. The pop-up debuts with an invite-only party on July 25, and then opens to the public on July 27-28. It’s located at 457 N Fairfax Avenue, Los Angeles.