Paramount+ Brings the Lodge Back to San Diego – And This Year, It’s Bigger Than Ever
📍 Gaslamp Quarter, San Diego | July 24–28, 2024
Every year at SDCC, a few offsite activations manage to balance hype, heart, and high-level production—and Paramount+’s The Lodge nailed it again in 2024. Tucked inside Happy Does Bar on Fifth Avenue, the streaming giant returned with its immersive, multi-room takeover celebrating its growing universe of franchises. The Lodge was a choose-your-own-fandom adventure: one part photo op, one part sensory overload, and 100% branded chaos in the best way.
A Fully Loaded Fan Hub
From the moment you walked through the glowing mountain gates, The Lodge made it clear: this wasn’t just a pop-up—it was a studio flex.
Every corner was a different world, wrapped in lights, fog, and fandom. Star Trek anchored the space with a full-size starship console where fans could “replicate” their own Starfleet tees via a touchscreen replicator tablet. It was hands-on, fast, and free—exactly the kind of interactive moment that keeps fans talking long after the con closes.
Nearby, the Ghosts Olfactory Atelier gave guests something delightfully strange: a multi-scent perfume station tied to the personalities of the Woodstone Manor spirits. It was unexpected, bizarre, and honestly pretty fun to watch people try to explain “Pete in a bottle.”
From Pizza to Perfume – Theming Done Right
Let’s talk eats. The TMNT Pizza Parlor slung hot slices on demand (yes, real pizza), while Tulsa King took things a little grittier with a dive-bar-style lounge slinging custom mocktails. Themed drink stations were scattered throughout, including a whiskey-forward saloon tucked in the back.
SpongeBob, Ink Master, IF, and Criminal Minds: Evolution all had presence, mostly in the form of photo spots or character-driven corners. This year leaned heavily on breadth, giving each title its moment without overstaying its welcome.
Swag Scorecard 🧢
- ✅ Custom Starfleet shirts
- ✅ Scent vial giveaways from Ghosts
- ✅ Stickers, buttons, and mystery pouches tied to various series
While not as overwhelming as some studio booths, Paramount+ was smart about making sure every guest walked away with something tactile—and Instagrammable.
Logistics: The Lodge Way
No SDCC badge? No problem. The Lodge was fully open to the public via reservation (through Fever) or standby line. Reservations moved quickly and staff managed capacity well, though prime-time hours on Friday and Saturday still brought the crowds.
Lighting, flow, and sound design were all top-tier for a bar conversion. Even at full capacity, it never felt unmanageable.
Final Transmission
If you’re looking for an activation that hits the right mix of immersion, interactivity, and selfie-worthiness, Paramount+ has found its formula. The Lodge isn’t just a place to cool off from the con floor—it’s a curated universe of streaming IPs with just enough weirdness to stay memorable.
💬 Whether you beamed aboard a Starfleet deck or got blasted with ‘90s Nickelodeon vibes, The Lodge once again proved why Paramount+ deserves its spot on the SDCC must-hit list.
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