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Omega Mart
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Overview
Omega Mart is a permanent interactive art installation located in Las Vegas, Nevada by American art collective Meow Wolf. The installation is set up as a "mind-bending supermarket" where attendees walk down the aisles and interact with various surreal art pieces made to look like bizarre versions of average supermarket products. The installation was advertised with a series of viral commercials for the fictional supermarket and opened to the public in February 2021.
Background
Omega Mart was first announced by Meow Wolf in January 2018, their second installment following 2015's House of Eternal Return installation, set to be installed at the AREA15 entertainment complex in Las Vegas, Nevada.[1] In an interview with Meow Wolf, Fast Company[2] described Omega Mart as "a blend of narrative storytelling, technical wizardry, and commerce." Ultimately, Omega Mart is a statement on consumerism and corporate responsibility.[3]
Developments
Advertising Campaign
On January 25th, 2021, the YouTube[4] channel for Meow Wolf posted a commercial for the installation, made to look like a retro supermarket ad posturing Omega Mart as real (shown below). The commercial features a deepfake version of Willie Nelson walking down the aisles and interacting with a variety of items as a number of surreal events take place. The video went viral and was promoted by Meow Wolf as an advertisement on YouTube, garnering over 2.4 million views in three months.
Meow Wolf continued to roll out commercials on YouTube[5][6] for the fictional supermarket over the following weeks leading up to the grand opening of the installation. On January 28th, Meow Wolf posted a fictional PSA recalling "Omega Mart lemons," garnering over 408,000 views in three months (shown below, left). On February 2nd, they released a surreal ad showing off their "weekly specials," garnering over 78,000 views in two months (shown below, right).
Omega Mart received considerable press coverage[8][9][10] in the months leading up to its release, with many pieces highlighting the surreal advertisements, garnering significant hype for the attraction.
Meow Wolf also released a number of other commercials for Omega Mart following the opening of the store. On March 30th, the director of the advertisements, YouTuber[7] Mike Diva, posted a compilation of the ads, garnering over 648,000 views in a week (shown below).
Omega Mart is also present on Twitter,[11] acting as an account for the actual grocery store and regularly sharing advertisements and updates (example shown below).
Today’s Deal: Never Been Opened Collectors Edition deli meats!
— Omega Mart (@OmegaMartUSA) April 5, 2021
Buy Today! https://t.co/njL5Soh5Hu pic.twitter.com/55XcTvYV1s
Reception
Reviews for Omega Mart are generally favorable, holding a 3.5/5 average star rating on Yelp![12] and receiving a positive view from Slug Mag[13] on April 7th, 2021.
Search Interest
External References
[1] Santa Fe New Mexican – Meow Wolf unveils 'Omega Mart' as its Las Vegas attraction
[3] Los Angeles Times – Meow Wolf was set to transform themed entertainment in Vegas and beyond. Then came the pandemic
[4] YouTube – OMEGA MART -- 'Grand Opening'
[5] YouTube – PSA: Mislabeled Lemons at Omega Mart
[6] YouTube – Omega Mart’s Weekly Specials: Let’s Jam!
[7] YouTube – Omega Mart Commercials
[9] AV Club – Omega Mart advertises time-traveling ham, nut-free peanuts in series of perfectly normal commercials
[10] Vital Vegas – Willie Nelson Deepfake Ad for Omega Mart is Wonderfully Disturbing
[11] Twitter – Omega Mart
[12] Yelp! – Omega Mart
[13] Slug Mag – MEOW WOLF GIVES INNER CHILDREN A SHOPPER’S WONDERLAND AT OMEGA MART IN LAS VEGAS
