Convention - SDCC 2025: Paramount+ The Lodge Delivers a Multiverse of Immersive Worlds, One Drink Ticket at a Time

By Mulder, San Diego, quartier Gaslamp, Happy Does Bar, 24 july 2025

At San Diego Comic-Con 2025, in the sweltering, fandom-filled streets of the Gaslamp District, Paramount+ once again proved that no one does immersive offsite activations quite like they do. Nestled at 340 5th Avenue inside the vibrant Happy Does venue, the third annual edition of Paramount+ The Lodge opened its wooden doors with more than just a few themed props and promo posters. This year, it became a full-blown sensory celebration of the platform’s sprawling collection of IPs, transforming into a thematic wonderland that mixed nostalgia with novelty, fandom with free popcorn, and tributes with truly ambitious interactive design. From the moment guests received their ski-lift-inspired Lodge badge, complete with two drink tickets, it was clear this wasn't just an activation—it was a guided tour across Paramount’s peak of pop culture, one IP-themed corner at a time.

Among the most gripping and haunting of these corners was the Dexter: Resurrection Vault, hidden behind an unassuming wine cellar facade. As fans passed faux stone walls and dim lighting, they entered a shrine-like environment that paid eerie tribute to Michael C. Hall’s cold-blooded yet oddly endearing antihero. Inside the Vault, relics from Dexter Morgan’s past—blood slides, murder trophies, and forensic tools—were laid out like museum pieces, daring fans to stare into the abyss of his moral gray zone. Many exited gripping one of the event’s most sought-after pieces of swag: a blood-spattered Dexter tea towel, half chuckling and half unnerved. With a QR code offering a 3D virtual tour of the Vault, the experience didn’t just end at the threshold—it haunted fans long after.

If Dexter represented darkness, the Star Trek: Strange New Worlds and Starfleet Academy installation was its luminous counterpart. Fans walked into what felt like an actual holodeck, complete with episodic recreations, sleek Starfleet lounges, and cosmic cocktails that smoked in green hues. Bartenders in full costume served drinks with candy garnishes, while guests lounged beneath faux cherry blossoms in the aptly named Intergalactic Love Lounge. And for those seeking something to take home, a Starfleet tote bag marked their command of the captain’s chair. The experience wasn’t just photogenic—it was a heartfelt love letter to a franchise that continues to inspire generations. Even Michelle Garcia, EVP of Consumer Marketing at Paramount+, noted how this blend of IPs offered a chance to unify fandoms and build bridges across genres, turning sci-fi lovers into crime thriller buffs, and vice versa.

From the cosmos to cowboy country, the Landman Patch Café offered a dusty, grounded contrast. Styled after a weathered West Texas watering hole from Taylor Sheridan’s upcoming series, the space served signature drinks in M*Tex mugs and offered a moment of quiet Americana amid the Comic-Con chaos. For fans of Billy Bob Thornton, the authenticity of the bar’s setup—complete with rustic charm and subtle nods to the show’s characters—made it feel like a breathing set piece. It was less about spectacle and more about place, transporting guests into the dry heat of oil-rig storytelling, one margarita at a time.

Espionage and romance collided inside the NCIS: Tony & Ziva Café, where attendees walked through a Parisian exterior straight into a spy-thriller safehouse. Here, the reunion of Michael Weatherly and Cote de Pablo was transformed into an emotional, tangible space complete with floral mugs, surveillance maps, and a shareable photo op that turned every fan into a fugitive. The pièce de résistance? Raspberry macarons served with just the right touch of French flair. The GIF-style wanted poster was instant social media gold, and the entire activation managed to strike that rare balance between narrative depth and playful interaction.

And then there was the showstopper: a Mission: Impossible activation that let fans live out their inner Ethan Hunt fantasy. A life-sized recreation of the iconic 1996 vault drop scene had guests strapped into harnesses and lowered over a mock laser grid, posing mid-suspension for one of the most sought-after photo ops at SDCC 2025. It wasn’t just a nostalgia trip—it was a legacy moment that honored the daring spirit of Tom Cruise’s long-running franchise with surprising realism. Lines were long, but the payoff—literally hanging out at Comic-Con—was well worth it.

For lighter fare, the Pluto TV ‘Pop’ Popcorn Bar offered lemon slushies, burgers, and endless popcorn in a cheerful, brightly decorated zone celebrating cult classics and summer blockbusters. Here, kids and adults alike could cool off with colorful drinks and relive the fun of free TV content, one kernel at a time. The bar was more than a snack stop—it was a reminder of the joy in simple pleasures, strategically placed next to the immersive madness of the darker activations, offering balance and brightness.

Sports fans weren’t left out either. The CBS Sports Clubhouse took stadium pride seriously, with interactive NFL-themed games, 32 jersey displays, and a football throw challenge on faux turf. Upstairs, a UEFA-themed bar kept soccer fans hydrated while looping highlight reels played. Even non-sports attendees were won over by branded French fries and the stadium-style seating that encouraged communal cheering and photos. It was a high-energy, inclusive corner of The Lodge, pulsing with fan spirit and competitive fun.

Perhaps the most surprising innovation came not from physical spaces, but from an AI-powered experience called Find Your Mountain. Attendees answered personal questions in line—dream vacation, favorite Paramount+ series—and received a custom “land deed” showing their own plot on the Paramount mountain. Delivered digitally and printed on a rolled-up scroll, it was a charming blend of tech novelty and analog memorabilia. As Michelle Garcia explained, this offering wasn’t about changing the IPs, but about connecting them personally to each visitor in a meaningful way.

In every direction, Paramount+ The Lodge at SDCC 2025 exceeded expectations—not just in scale, but in soul. It combined thoughtful design, interactivity, and emotional resonance in a way that felt less like a corporate stunt and more like a celebration of everything fans love about these franchises. Whether you left with a Dexter towel, a Landman mug, a Starfleet tote, or just a phone full of priceless photos, you didn’t just visit The Lodge—you lived inside it, even if just for 50 minutes. And for many fans, that was more than enough to find their mountain.

You can found our Photos in our Flickr page here and here

Photos & video : Boris Colletier / Mulderville