Creativity

USA Network 'Disrupts' Retail With 'Mr. Robot'-Themed Store

Media Company Partners With Concept-Shop Story to Promote Show's Second Season

By Adrianne Pasquarelli. Published on Jun 06, 2016

Editor's Pick

"Mr. Robot" is coming to a store near you. Beginning today, the popular TV show, which airs on USA Network, will sponsor a "disrupt"-themed installation at Story, the five-year-old concept shop based in Manhattan that earns the bulk of its revenue from sponsorships.

Complete with a socially-powered vending machine and a hackable ATM doling out $50 to skilled techies, the themed shop will run from June 6 to July 24, in time for the cyber-crime thriller's second season premiere on July 13. The store will feature curated merchandise from startup brands like menswear company JackThreads and outerwear seller the Arrivals, in addition to product picks from editors at Circuit Breaker, a new blog from the Verge.

"It's the first time we've taken an entertainment property, a show and brought it to life in a physical format," said Rachel Shechtman, the founder of Story. "We're creating a living conversation around disruption with 'Mr. Robot' and USA at the center of it."

Carly Chaikin, the actress who plays Darlene on the show, will attend a press event on Monday. Ms. Chaikin created limited-edition artwork for purchase at the store.

The partnership is meant to build buzz around "Mr. Robot"'s premiere and attract new fans to the series, which stars Christian Slater as an anarchist hacker. "Mr. Robot" won a Golden Globe in January for Best TV Drama; Mr. Slater won the award for Best Actor in a Supporting Role.

This is the first time USA has done a partnership of this nature, according to a network spokeswoman.

"As marketers, we are always looking for strategic partnerships that demand attention both for their conceit and flawless execution. Story is all this and more," said Alexandra Shapiro, exec VP-marketing, entertainment networks at NBCUniversal. "Disrupt Story offers us an incredible new storytelling medium -- an experiential retail canvas -- through which we can bring the themes and iconography of our award-winning series 'Mr. Robot' to life."

Read the full story on the "Mr. Robot" shop on Adage.com.

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Credits

Date
Jun 06, 2016
Agency:
Story
Client:
USA Network

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