Convention - SDCC 2025 : The Lodge: Paramount+ Brings a Bold, Immersive Universe Back to San Diego

By Mulder, 11 july 2025

As San Diego Comic-Con 2025 approaches, fans already have their eyes on what promises to be one of the most dynamic offsite activations of the year: Paramount+’s The Lodge. Returning for its third consecutive edition, this sprawling fan experience is set to take over Happy Does at 340 5th Avenue in the heart of the Gaslamp District, transforming the location into a fully immersive playground for television lovers, film junkies, and genre aficionados alike. Scheduled to open from Wednesday, July 23, through Sunday, July 27, The Lodge will be open to the public on a reservation basis, though a standby line will also be available for those eager enough to line up. With timed 50-minute sessions rotating daily, The Lodge is poised to offer what many will likely consider one of the most diverse and creatively ambitious activations of this year’s Comic-Con experience.

This 2025 edition of The Lodge will mark the fourth stop in Paramount+’s national tour, and by all accounts, it is being billed as its most expansive. Fans will step into tailored environments inspired by several of the streamer’s flagship franchises, including Star Trek: Strange New Worlds, Dexter: Resurrection, NCIS: Tony & Ziva, mission: impossible, landman, and even CBS Sports. Each section of The Lodge will offer something uniquely interactive, from cinematic photo ops to nostalgic throwbacks and themed drinks served in collectible mugs. And for the first time ever, the activation will also include a dedicated Pluto TV experience in celebration of their “Summer of Cinema” campaign. Whether visitors are in search of lore-driven immersion or just a fun, air-conditioned escape with free popcorn and Instagram-worthy backdrops, The Lodge is clearly designed to hit every note of fan delight.

Among the most buzzed-about features will be the Dexter: resurrection Vault, a mysterious space hidden behind what appears to be an ordinary wine cellar. Once inside, guests will find themselves face-to-face with a chilling shrine that reflects Dexter Morgan’s twisted moral code and precision. Props, crime scene replicas, forensic kits, and unnerving trophies will be displayed in glass cases under low lighting, creating a deeply atmospheric journey that’s equal parts homage and horror. The Vault promises to be a fan-favorite, especially for those who have followed Michael C. Hall’s iconic portrayal of the conflicted vigilante across multiple seasons and revivals. It’s not just a walk down memory lane—it’s a walk into Dexter’s mind.

Fans of all things sci-fi will not want to miss the dual Star Trek: strange new worlds and Starfleet Academy holodeck experience, which is being designed as an oversized simulation space featuring multiple interactive vignettes based on the upcoming third season of Strange New Worlds. Attendees will be able to explore rooms inspired by specific episodes, sip cosmic cocktails in a futuristic lounge, and collect custom swag as Starfleet “students” in a playful reimagining of academic life among the stars. Social sharing will be encouraged throughout, and the entire installation is expected to be one of the most photogenic and ambitious builds in Paramount+’s Comic-Con history. Fans will effectively be able to step inside the Star Trek universe and embody the ideals of exploration, diplomacy, and adventure.

In contrast to these interstellar exploits, the Landman Patch Café will provide a grounded, Texas-inspired slice of Americana. Based on the gritty upcoming series from Taylor Sheridan, the café will recreate a weathered West Texas watering hole where guests can relax, grab a signature drink in a collectible M*Tex mug, and take in the rustic charm of oil town storytelling. The interior will be filled with nods to the show’s characters and locations, making it a quiet standout in the midst of more flashy activations. For fans of Billy Bob Thornton, this is expected to be a must-visit space—intimate, authentic, and filled with character.

Meanwhile, romantic espionage will get its due in the NCIS: Tony & Ziva café, a cleverly constructed Parisian exterior that leads into an entirely different world. Inspired by the long-anticipated reunion of Michael Weatherly’s Tony DiNozzo and Cote de Pablo’s Ziva David, the activation will feature a safehouse interior layered with clues, photos, surveillance tech, and story Easter eggs. It's a tribute not just to the characters but to the emotional journey fans have taken with them. Visitors will be able to trace the breadcrumbs of a spy story while sipping coffee in a place that feels equal parts romantic getaway and clandestine hideout—exactly the blend that defines the series’ new chapter.

Of course, no Paramount+ activation would be complete without a high-adrenaline tribute to the Mission: impossible franchise. This year, fans will be able to channel their inner Ethan Hunt in a meticulously recreated photo op inspired by the legendary 1996 vault drop scene. Rigged with support harnesses and detailed staging, the experience will give participants the opportunity to hang suspended over a mock laser grid, recreating the exact pose that Tom Cruise made famous. It’s one part thrill ride, one part legacy moment, and guaranteed to be one of the most photographed spots in all of Comic-Con. As the Mission: Impossible series continues to evolve, this activation will celebrate its roots with style and interactive flair.

A lighter, family-friendly option will be found at Pluto TV’s ‘Pop’ Popcorn Bar, which will debut this year at The Lodge to highlight the streamer’s expanding presence. The activation will include a playful space full of free popcorn, colorful slushies, and a range of photo stations built around cult-classic movies and summer blockbusters available on the service. It’s part of Pluto TV’s broader effort to remind fans that great entertainment can still be free, accessible, and fun—and the space will be a bright and whimsical contrast to some of the darker or more intense activations nearby.

Lastly, the sports lovers attending Comic-Con 2025 will not be forgotten thanks to the CBS Sports Clubhouse, a vibrant, stadium-inspired experience that will celebrate THE NFL ON CBS and UEFA Champions League. Fans will get the chance to sit in bleachers, pose with all 32 NFL jerseys in an arc of team pride, and take part in a quarterback challenge to test their throwing accuracy on the turf. Upstairs, a UEFA-themed bar will offer a spot to relax with themed drinks and watch highlight reels. Whether you're a die-hard fan or just along for the ride, this space is being positioned as a fun and inclusive area for everyone to feel part of the team.

In every sense, The Lodge at SDCC 2025 is shaping up to be more than just another brand activation. It’s a curated celebration of storytelling across genres—from sci-fi to sports, from murder mystery to espionage romance—and a bold statement about Paramount+’s commitment to building immersive experiences for its audience. With so many franchises converging under one roof, this activation won’t just offer content—it will offer connection. Fans will come for the photo ops and swag, but they’ll stay for the layered narratives, the passion behind the builds, and the chance to feel a little closer to the worlds they love. This summer in San Diego, The Lodge will once again become a beacon for what Comic-Con is all about: shared fandom, unforgettable experiences, and stories that live far beyond the screen.

Dates and Times (Sessions rolling in 50 min intervals with 10 min breaks in-between)
•             Wednesday, July 23: 6 PM - 10 PM
•             Thursday, July 24: 9 AM - 7 PM
•             Friday, July 25: 9 AM - 7 PM
•             Saturday, July 26: 9 AM - 7 PM
•             Sunday, July 27: 9 AM - 7 PM

(Source : press release)