Immersive 'Gen V' and The Wiggles Pop-Ups (Complete with the Big Red Car) Are Hitting Sydney for SXSW

The streaming platform is setting up Primeville, turning Fratelli Fresh Darling Harbour into a small town inspired by some of its shows — and one documentary.
Sarah Ward
October 13, 2023

Every kid dreamed about stepping inside their favourite TV show or movie, whether you were an 80s child who wanted to dance magic, dance through Labyrinth, a 90s teen saying "as if!" to life outside of Clueless — or keen to stake vampires with Buffy — or a 00s Gossip Girl wannabe. Now that we're all adults, those kinds of fantasies keep becoming a reality, in a way, thanks to the seemingly non-stop array of immersive pop culture-themed installations and experiences that love popping up around Australia. So if you've recently been wishing that you could step into the twisted superhero realm shared by Gen V and The Boys, for instance, you'll soon be able to.

Prime Video is taking Sydneysiders and everyone who happens to be in the Harbour City for the first-ever SXSW Sydney into the franchise's world from Tuesday, October 17–Saturday, October 21. How? Via Primeville, a small town-themed activation that's taking over Fratelli Fresh Darling and taking its cues from some of the streaming platform's popular shows — and one documentary.

Primeville's spin on the Vought Cinematic Universe will involve a trip to Godolkin University, where you'll be shrinking down — well, pretending to — for games of Supe Shot. You can stay your regular size to give the prize wheel a spin to score freebies.

If you're more fond of Reacher, there'll be a diner inspired by the series. For The Summer I Turned Pretty devotees, expect ice creams at Cousins Beach. And if you just like bites to eat themed around television shows, there'll be a milk bar serving up exactly that.

In the town square: celebrating all things The Wiggles in the lead up to Hot Potato: The Story of the Wiggles debuting as part of the SXSW Sydney Screen Festival, before streaming via Prime Video from Tuesday, October 24. And yes, the Big Red Car will be in attendance, ready for plenty of snaps.

If this all sounds a bit familiar, that's because Prime Video set up something similar at PAX Aus in Melbourne in 2022. In this case, the pop-ups aren't just open to SXSW Sydney badge holders, but to everyone. Entry is free, and you'll also score some Primeville dollars to go towards an ice cream, snack or drink.

Primeville will pop up during SXSW Sydney at Fratelli Fresh Darling Harbour, 2/14 Darling Drive, Sydney from Tuesday, October 17–Saturday, October 21 — open from 12–6pm on the Tuesday and Saturday, and 12–8pm Wednesday–Friday.

Published on October 13, 2023 by Sarah Ward
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