Freeform and POPSUGAR Team Up to Celebrate SIREN With An Immersive Mermaid Museum in Hollywood

To celebrate the premiere of the highly-anticipated mermaid drama "Siren," Freeform, Disney's young adult television network, has teamed up with PopSugar, the leading global lifestyle media brand for young women, to create an immersive mermaid museum in the heart of Hollywood, open to the public for four days with unique photo installations, illusions and a live mermaid.

Open to the public from March 22 to the 25; the free ticketed event will celebrate the mythological, mysterious, and beloved creatures with over five activations and celebrate the upcoming International Mermaid Day, which coincides with the series premiere on March 29. Featuring a live mermaid, a speakeasy-inspired fishing store, numerous photo structures and a 360° underwater immersive experience; the museum will celebrate and bring mermaid culture to life.

"At Freeform, our goal is to defy expectations and bust stereotypes of theme for our programming," said Tricia Melton, senior vice president, Marketing, Creative & Branding at Freeform. "Mermaids have long been portrayed as timid objects of desire, but our new series 'Siren' flips the narrative quite literally on its tail, and we can't wait for consumers to immerse themselves into the experience at The Mermaid Museum."

In celebration of sea creatures everywhere, FreeForm will make a donation to Heal the Bay to help keep Los Angeles' coastal waters and watersheds safe, healthy and clean. Additionally, the live mermaid will be swimming in a custom-built tank filled with 4,800 gallons of water which, at the end of the exhibition, will be donated to TreePeople. The water will go into a cistern at their facility in Los Angeles and will be used to water the surrounding landscape enjoyed by tens of thousands of hikers every year.

What if there was something sinister swimming beneath the sea's surface? In Freeform's next epic tale "Siren," the coastal town of Bristol Cove, known for its legend of once being home to mermaids, is turned upside down when a mysterious girl (Eline Powell) appears and begins wreaking havoc upon the small fishing town. Using their resources, marine biologists Ben (Alex Roe) and Maddie (Fola Evans-Akingbola) must work together to find out who and what drove this primal hunter of the deep sea to land, and are there more like her out there?

"Siren" is based on a story by Eric Wald and Dean White who both serve as executive producers. Emily Whitesell ("Finding Carter") serves as showrunner and executive producer. Brad Luff, Nate Hopper and RD Robb also serve as executive producers.

"Siren" premieres on International Mermaid Day, March 29, with a special two-hour event.

About Freeform

Part of Disney|ABC Television, FreeForm connects to audiences and goes BEYOND entertainment with bold, original programming and immersive social engagement. As Disney's young adult television and streaming network, it delivers a unique mix of quality original and acquired series, plus fan-favorite movies and the holiday events "13 Nights of Halloween" and "25 Days of Christmas." The FreeForm app is a service that allows viewers with participating TV subscription services access to 24/7 live viewing of the network, as well as continued on-demand access via a wide array of devices.

To post a comment, you must register and login.