West Hollywood shoppers got an unexpected superhero detour Friday when Spider-Man impersonators turned a sidewalk outside Laurel Supply into a comic-book-style kissing booth. Passersby lined up for a chance to recreate the famous upside-down kiss, because apparently a trip for organic groceries needed a little more multiverse energy.
Event footage showed people choosing between kissing an upside-down Spider-Man impersonator, posing for photos or giving the masked performer a playful swat. According to the New York Post, the activation was organized by the stunt and comedy creators behind Full Squad Gaming, and even invited dogs to take part in the upside-down-kiss recreation.
Laurel Supply Gets A Superhero-Sized Release-Day Crowd
The scene unfolded outside Laurel Supply, the market and restaurant at 8445 Santa Monica Boulevard. Hoodline previously reported that the West Hollywood business came from the team behind Laurel Hardware, while the store's official website describes it as a neighborhood market open daily.
The timing was deliberate: Spider-Man: Brand New Day arrived in U.S. theaters Friday, giving the campaign a built-in audience of moviegoers, comic-book fans and people who simply happened to be walking past with a shopping list. Sony and Amazon had already promoted the film through a broader summer marketing push, including early screenings for Prime members.
That made the West Hollywood stunt less like a traditional red-carpet appearance and more like a participatory photo opportunity. The upside-down pose was instantly recognizable, the rules were simple, and the option to slap the impersonator gave cautious onlookers a way to join in without committing to a stranger's superhero smooch.
For Laurel Supply, the activation put its Santa Monica Boulevard storefront in the middle of release-day buzz without requiring shoppers to buy a ticket first. For everyone else, it was a brief reminder that in Los Angeles, even a routine grocery run can apparently come with a cameo from Spider-Man.
