Experience the FRIENDS Sofa and Sit on the Iron Throne in London Now
HBO Max has launched in the UK and Ireland with a free, two-day immersive activation across central London. The campaign features landmark props, themed food, and live performances. Events run through Thursday, March 26.
FRIENDS installation at Piccadilly Circus
An orange sofa from FRIENDS sat atop the Piccadilly Circus fountain this morning. Hourly choreographed performances accompanied the display between 9am and 6pm.
Fans can Experience the FRIENDS Sofa and join short live moments to music linked to the show. The installation forms part of a broader pop-up beneath The Venue, Piccadilly Lights.
Food truck and themed treats in Leicester Square
A branded food truck parked in Leicester Square for the event. It offered show-inspired items across both days.
- FRIENDS’ Cookies, inspired by Phoebe’s family recipe.
- White Lotus Tropical Smoothies, referencing Saxon Ratcliffe’s blender scenes.
- House of the Dragon chocolate eggs and Sopranos-style ziti.
House of the Dragon displays near Tower Bridge
Replicas of the Iron Throne and the Balerion skull were installed at Potters Fields Park. The park sits close to Tower Bridge.
Visitors had a one-day chance on Thursday to Sit on the Iron Throne in London Now and be photographed with the skull. Attendees could symbolically pick their allegiance for the day.
HBO Max immersive experience details
The main experience took place under The Venue at 48 Regent Street. Exhibits included sets, props, costumes, projection mapping, and interactive elements.
Entry was free but limited. More than 1,000 people had already reserved places, with a small number of walk-in slots available. All visitors had to be aged 15 or over.
Schedule and access
Doors opened each day from 10am. The two-day programme ran across today and Thursday, March 26. Performances and activations followed separate hourly timetables.
Subscription options and platform availability
HBO Max launched with monthly packages starting at £4.99. The service offers four package tiers to suit different needs.
Subscriptions are available at hbomax.com and through launch partners such as Sky and Prime Video. The platform supports smart TVs, set-top boxes, streaming sticks, consoles, mobiles, and tablets.
In the UK, HBO Max content will include HBO series, Warner Bros. films, Max Originals, and live sport via TNT Sports.
Titles and programming
The catalogue spans acclaimed series and recent films. Examples include Euphoria, Sex and the City, Superman, and Wonka.
Where to find updates
Filmogaz.com will monitor further announcements and surprises around the launch. Viewers should also check Warner Bros. and HBO social channels for real-time news.
