SAN DIEGO—For a two-day activation during Comic-Con 2025, Paramount took over Quartyard and reimagined it as the world of South Park.

Fans lined up for interactive photo ops, cosplay contests, trivia, karaoke, exclusive merch drops, and giveaways. Every corner of the venue was themed: El Comal flipped into DikinBaus, Seahorse Coffee became Tweek Bros., and even the bar got a full South Park rebrand. Each container was wrapped from top to bottom in custom artwork, turning the venue into a fully immersive fan space.

The activation culminated with an outdoor screening of the newest South Park episode on the big screen, giving fans a chance to experience the show together in true Comic-Con fashion.

Over two days, thousands of attendees passed through the gates, proving just how transformable Quartyard can be for large-scale brand activations and immersive experiences.Keep scrolling to see highlights from the South Park takeover…

Fans from across the country lined Market Street, eager to experience the first South Park activation in six years.

The Quartyard bar was reimagined as Crunchy’s Micro Brew.

Crunchy’s Micro-Brew featured specialty South Park themed cocktails and custom-branded cups.

Seahorse Coffee took on a new identity as Tweek Bros., serving up caffeine with a South Park twist. Fans of the show recognized Tweek Bros. Coffeehouse as the shop run by Richard Tweak and his family, first introduced in the Season Two episode “Gnomes.”

El Comal was fully transformed into DikinBaus Hot Dogs for the activation, complete with a simplified South Park–inspired menu.

Each hot dog was served just like in Season 26, of course.

Spencer’s debuted an exclusive South Park merch drops on site, including limited-edition apparel and collectibles available only at the activation. It was a must-stop for South Park fans and collectors.

Every surface of Quartyard was wrapped, creating a fully immersive experience. Yes…even the bathrooms.

Fans jumped at the chance to capture exclusive photo ops inspired by some of the show’s most iconic scenes.

Attendees joined in for a group shot in the South Park Elementary class photo. Where else would you ever get to be part of Mr. Garrison’s class?

Audience tested their knowledge and competed for prizes in a lively South Park trivia session before watching the newest episode together on the big screen.

South Park, the long-running animated series, has been a cultural touchstone since it debuted on Comedy Central on August 13, 1997. The show’s iconic characters—Stan, Kyle, Cartman, and Kenny—first appeared in the short The Spirit of Christmas, setting the stage for decades of irreverent humor. The series is led by co-creators and executive producers Trey Parker and Matt Stone, with Anne Garefino and Frank C. Agnone II, and supported by producers Eric Stough, Adrien Beard, Bruce Howell, and Vernon Chatman. Christopher Brion serves as Creative Director for South Park Digital Studios.

For Comic-Con 2025, Paramount and the production team came together to transform Quartyard in record time into a fully immersive South Park universe. Fans enjoyed cosplay contests, a reimagined bar, interactive photo ops, karaoke, trivia, exclusive merch, snacks, and giveaways all in one vibrant space.

The two-day activation was a huge success, providing fans the perfect kickoff for a new season and a chance to step inside their favorite show to celebrate the premiere of Season 27.