PRIME VIDEO CELEBRATES THE FINAL SEASON OF THE MARVELOUS MRS. MAISEL WITH MILE-LONG FIFTH AVENUE TAKEOVER IN NEW YORK CITY
Partnering with Manischewitz, Rockefeller Center, Saks Fifth Avenue, The St. Regis New York and more, the ‘Marvelous Mile’ will take fans back to the ‘60s as attendees engage with iconic moments from the series, enjoy themed refreshments, and stop for photos along the way
To commemorate the final season of their award-winning series The Marvelous Mrs. Maisel, Prime Video is taking its celebration to the streets of New York City with the ‘Marvelous Mile,’ a mile-long takeover of Fifth Avenue from 46th Street to 56th Street on April 14. Laying down an unmissable pink carpet for the first time ever on one of NYC’s most historic avenues, the activation will honor Midge’s journey and accomplishments throughout the show with a walkable series of experiences for fans to join in. The Marvelous Mile is a part of Prime Video’s wider ‘Maisel Tov’ campaign, an initiative for brands and fans to celebrate the series in their own voice through fun activations and congratulatory messages.
Reliving the past four seasons, guests are invited to walk down the mile-long pink carpet on Fifth Avenue, visiting various stops that hark back to elements of each season. Brand ambassadors in 1960s garb will help the mile come to life as they direct customers to each of the photo moments and pass out maps that also detail the show’s iconic NYC filming locations.
The first stop will take attendees to where Midge’s career began in Season One, on the stage at the Gaslight Café, which will be displayed on the northeast corner of 46th Street. Representing Season Two, the northeast corner of 47th Street will showcase a photo moment of the charming resort in the Catskills. On the southeast corner of 49th, we travel with Midge and Susie to the Fontainebleau in Miami, one of the stops along her tour in Season Three. Curated cocktail kits will be given out as they enter the space. At the heart of the Marvelous Mile is Saks Fifth Avenue, where consumers will see vintage cars and taxis parked alongside the street to further set the 1960s mood and can recharge with classic black and white cookies from Manischewitz.
As an unprecedented collaboration with the Saks Fifth Avenue New York Flagship store, TheMarvelous Mrs. Maisel takeover of the center six windows will spotlight the series’ most iconic moments and outfits for two weeks. Each window will feature original looks from the show’s five seasons curated by series Costume Designer Donna Zakowska, depicting Midge’s rise to fame from the fateful first performance at the Gaslight Café through Paris, the Catskills, Miami and more. Inside Beauty on 2 at Saks, fans can find the dressing room from the Wolford set in Season Four with original set pieces, props and costumes on display. Finally, guests passing by will experience eight surprise dance performances outside the center six windows organized by series Choreographer Marguerite Derricks throughout the day.
The Wolford dressing room also comes to life on Fifth Avenue on the northwest corner of 51st. Here, consumers will be gifted lipstick in a custom Maisel lipstick case.
The Marvelous Mile will conclude with a final vignette exhibiting Midge’s accomplishments on the northwest corner of 54th Street, where fans can capture the feeling of her triumph and say one final ‘Maisel Tov’ to Midge.
In addition to all the activities happening on the Marvelous Mile, brands and businesses will be celebrating the launch of Season Five across the nation through dedicated programs and surprise-and-delight experiences. Look out for Pantone’s collection of specially curated color palettes, Candier’s custom Maisel candle, the TWA Hotel’s ‘60s-style workout class, Betty Crocker’s reveal of the most popular recipes of the era, and Tupperware’s latest vintage line of ‘60s-inspired bowls, among other exciting partnerships.
About The Marvelous Mrs. Maisel
The Marvelous Mrs. Maisel, from renowned creator Amy Sherman-Palladino and executive producer Daniel Palladino, is written and directed by Sherman-Palladino and Palladino, and stars Emmy winner Rachel Brosnahan, four-time Emmy winner Tony Shalhoub, three-time Emmy winner Alex Borstein, Emmy nominee Marin Hinkle, Michael Zegen, Kevin Pollak, Caroline Aaron, Screen Actors Guild Award winner Reid Scott, Alfie Fuller, and Jason Ralph.
The Marvelous Mrs. Maisel has won 20 Emmy awards, including Outstanding Comedy Series; three Golden Globes, including Best TV Series–Comedy; six Critics Choice Awards, including Best Comedy Series; two Producers Guild of America Awards; a Writers Guild of America Award; and a Peabody Award.
