FX‘s new comedy series Adults gave a unique spin to its promotional plans.
The show’s launch was celebrated last week with “Suds and Sounds,” an activation and party at two laundromats: Laundry Room in Culver City and LaundryBee in Sunnyside, Queens. Premiering on FX on Wednesday and available for streaming the following day on Hulu, Adults centers on a group of twentysomething friends who live in a house together in New York City and do their best to become good people.
Both locations kicked off the immersive festivities with an opening night party, with the spaces then opened to the public the following day. Guests received laundry cards and snagged free T-shirts and laundry bags from branded vending machines, while there were also bodega snacks, espresso drinks, themed cocktails, tarot readings and DJ sets.
Adults stars Malik Elassal, Lucy Freyer, Jack Innanen, Amita Rao and Owen Thiele attended the L.A. iteration’s opening party. “This is so on-theme with the show,” Inannen told The Hollywood Reporter from the event. “I feel like laundromats, especially for a young New Yorker — this is a staple of the experience.”
Adults stars Malik Elassal (left), Jack Innanen, Lucy Freyer and Owen Thiele attend the “Suds and Sounds” event in Culver City.
Colorblind
FX Network’s senior vp of integrated promotions Kenya Hardaway Green explains that the team was aiming to introduce the series in an unexpected way. Ben Kronengold and Rebecca Shaw, known for their work on The Tonight Show With Jimmy Fallon, created the series that counts Nick Kroll among its executive producers.
“We were presented with the idea of laundromats as a destination, and from there, the idea began to take shape,” Green says. “How could we turn a mundane task like doing laundry into the ultimate experience for our target audience? We designed a space that married unexpected moments with the realities of the location, resulting in the ultimate house party. It felt like a fitting way to kick off the season.”
Amita Rao (left), Lucy Freyer, Malik Elassal, Jack Innanen and Owen Thiele in Adults.
Courtesy of FX
For her part, Freyer praised the innovative opportunity for fans to experience the energy of the show. “The thing that I love about FX is, they’re really creative with everything that they do,” the actress said. “I really trust every creative decision they make. This is such a cool, interesting vibe. I love it.”
Innanen remains excited for viewers to see an authentic take on contemporary NYC life. “The biggest thing is, it’s very, very real,” he says of Adults. “These are real kids that I walk by on the Lower East Side. You can pick out anyone from anywhere.”
In her review of the series for The Hollywood Reporter, critic Angie Han wrote, “Adults’ greatest strength is a core cast with chemistry for days.”