Seinfeld Experiential Marketing Jerry Seinfeld

The Seinfeld Experience to launch in NYC as part of the sitcom's 30th anniversary


By Kyle O'Brien, Creative Works Editor

June 27, 2019 | 5 min read

If you know phrases like “These pretzels are making me thirsty,” “He’s a close talker,” and “Serenity now,” you know Seinfeld. To celebrate the 30th anniversary of the show, experiential agency Superfly is opening The Seinfeld Experience in New York, an attraction that provides a fully immersive, behind-the-scenes look at the legendary television show.

The Seinfeld Experience

The Seinfeld Experience is coming to New York this fall

The Seinfeld Experience will allow fans to immerse themselves in the world of Seinfeld through an exploration of classic show moments, like the puffy shirt, the bro, the contest and Festivus, and beloved characters, from Kramer to Puddy, Banya, Lloyd Braun and the Bubble Boy. The ticketed experience will feature interactive exhibits designed to bring the show to life that include iconic costumes, memorabilia, set re-creations,and props from the show, as well as never before seen content. In addition, the space will feature a retail store that offers limited edition and exclusive merchandise specific to the show and The Seinfeld Experience.

Seinfeld Experience

Seinfeld premiered almost exactly 30 years ago (July 5, 1989), and continues to create new fans through its constant syndication. The show ran on NBC for nine seasons, winning multiple Emmy, Golden Globe and People’s Choice awards. It was named the greatest television show of all time in 2009 by TV Guide, was listed in the top five of the 100 greatest television shows of all time by Rolling Stone in 2016, and was identified as the best sitcom ever in a 60 Minutes/Vanity Fair poll in 2012.

"We're thrilled to bring The Seinfeld Experience to life in an innovative way, combining nostalgia with immersive entertainment, and getting fans closer than ever before to the show and its beloved characters," said Jonathan Mayers, co-founder, Superfly. “A show as iconic as Seinfeld should be celebrated with an experience that truly matches its legacy and enduring influence.”

Added Jerry Seinfeld, via a release: “Because I am Seinfeld, for a long time I was the only person to actually have the Seinfeld experience. Now, these crazy Superfly people are going to make it so lots of people can interact with our silly 90s TV show. All I can say is, in the general context of the world we live in, this now seems completely normal.”

Located in the Gramercy neighborhood in Manhattan, the ticketed experience will open in the fall, operating seven days a week. Tickets will go on sale in the coming months and will be available for purchase through February 2020 via Fans who want to be ‘masters of their domain’ are urged to reserve tickets.

Seinfeld collage

“As our fans celebrate the 30th anniversary of Seinfeld, we are thrilled to partner with Superfly to introduce an authentic experience that pays tribute to the sitcom’s most iconic scenes, catch phrases and characters,” said Peter van Roden, senior vice president of global themed entertainment, Warner Bros. Consumer Products. “Since it premiered back in 1989, Seinfeld has been a cultural touchstone for so many and we hope that through this experience fans will be able to relive their favorite moments.”


The Seinfeld Experience is the latest Warner Bros. Consumer Products and Superfly collaboration. Superfly, live entertainment producers and co-creators of large-scale music festivals such as Bonnaroo and Outside Lands, launched its comedy festival, Clusterfest, in 2017.

The inaugural Clusterfest, which included Jerry Seinfeld as a headliner, featured a full set re-creation of the iconic Seinfeld apartment along with the Superfly-created Monk’s Cafe and Soup stand facade serving themed food and drink.

Additional details will be available in the coming months. For more information about The Seinfeld Experience fans are invited to visit the website to sign up for emails and follow @theseinfeldexperience on Instagram.

Seinfeld Experience Instagram
Seinfeld Experiential Marketing Jerry Seinfeld

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