Amazon Prime Video sets up a butcher shop and deli in LA to promote The Boys

The Boys 'Butcher' promo is an actual butcher shop and deli in LA

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 organizers are calling the pop-up an "immersive theatrical and culinary experience." It's designed to help launch the upcoming Amazon Original series later this month and takes its name and ethos from the Billy Butcher character. It 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.

Over the two days, visitors will be immersed in the sights and sounds of continual live action, and possibly getting a glimpse into The Boys’ secret hideout for exclusive preview screenings. Throughout, hidden references and coded messages will expand the story and draw patrons further and deeper into the world of The Boys.

During the event, Twitch will livestream the action to further audiences worldwide. The Butcher Shop’s closing also promises 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.”

Lefebvre added: “I was immediately hooked on The Boys for its gritty nature, no-nonsense action and pure, unapologetic indulgence. It’s everything I try to bring to my guests when I create food for them. So, when the Amazon Prime Video team approached me with The Boys and the Butcher Shop concept, I couldn’t wait to jump in and get to work, for the opportunity to deliver something as bold and as brave as the show itself.”

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