Goodbye, YOU. The fandom’s final chapter deserved more than a binge and scroll, so Netflix set out to give fans a “healthy goodbye.” One last chance to honor Joe Goldberg’s twisted legacy, relive five seasons of obsession, and close the book on their relationship with Netflix’s Prince Charming. Recreating Mooney’s Rare and Used Bookstore, fans were invited on a killer walk down memory lane to where it all began. The New York pop-up felt pulled straight from the screen: dark wood accents, green banker’s lamps, gold-framed photos, and bookshelves stacked with secrets. Every detail mattered, from iconic props fans were intrigued by to subtle callbacks and hidden easter eggs only superfans would catch. The experience was part scavenger hunt, part obsession museum. Guests sifted through books to uncover four hidden words. When combined, the words formed the cryptic clue “Secrets don’t stay caged.” A fitting nod to the show’s theme, this phrase unlocked the second half of the experience. Behind a guarded door, fans stepped into a dimly lit tunnel lined with artifacts from Joe’s past victims, leading to the ultimate photo moment. Inside the cage photo-opp room, fans were surrounded by neon-blue lights, newspaper clippings, and missing posters—fully immersed in Joe’s unsettling world. Fans left with exclusive Mooney’s swag, tickets to a sneak peek screening, and feed-ready photos that let them play out their own twisted YOU fantasy. “One fan summed it up best: “Mooney’s on Broome Street was an eerie obsession meets literary dream.” For those outside New York, the experience scaled nationally. Partnering with independent bookstores in Chicago, San Francisco, LA, Austin, and Miami, we recreated the scavenger hunt on local shelves. Completing the hunt earned fans limited swag and early access to a digital screening. Bookstores amplified the experience with social posts and word-of-mouth. As one Chicago partner said: “Guests said the programming was clever.” A non-stop rollercoaster of radical empathy, this was a true fan homecoming five seasons in the making and the perfect way to say goodbye to this beloved YOU-niverse.