Omega Mart—soon to be known as ‘America’s Most Exceptional Supermarket’—is opening in Las Vegas’ experiential retail and entertainment complex, AREA15, on February 18th.

How do you advertise for a viscerally satisfying, psychedelic and totally unpredictable immersive art experience disguised as an anything-but-normal supermarket? You borrow the playbook for a local supermarket launch, and subvert it in every crazy way possible. 

To celebrate the grand opening of the nearly-spontaneous manifestation of this unusual grocery mart, Meow Wolf and Wieden+Kennedy teamed up to create content that hopefully leaves consumers with more questions than answers.

There is a grand opening commercial with a real celebrity spokesperson like Willie Nelson that is 100% legitimate. Directed by Andreas Nilsson (Biscuit). 

There are daily deals to lure customers, including some great deals great deals on orange drink, personalised bleach and more (directed by Mike Diva of W+K studios), plus penny saver coupons all over Instagram. 

There will be intriguing billboards all over Las Vegas, and a giant inflatable gorilla up just in time for the opening date.

This feels like a good time to mention tickets are currently on sale!