• New York, NY
  • Pop-up retail

From November 29 through December 8, 2018, fans of the Amazon Prime Video original series The Marvelous Mrs. Maisel were able to experience a slice of 1958 New York through a pop-up Carnegie Deli replica restaurant in Lower Manhattan.


To promote the release of the second season of Prime Original show The Marvelous Mrs. Maisel, the iconic Carnegie Deli was brought back to life through a pop-up deli experience that 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, making it a fully immersive and highly photographable experience.


Tool of North America hired MG2 as their full-service partner to design and render, as well as source and manage, the production of the immersive environment for the pop-up, with a2zrestaurant as the operational partner.


The pop-up deli experience was an extraordinary success, it served 11,000 people and had a waiting list of 8,000. The pop-up garnered 280 pieces of press coverage including BuzzfeedForbesVogueEaterUSA Today, and 10 broadcast segments, with a social media reach of 45 million.

2019 One Show Awards Finalist for Experiential Design and Indoor Spaces