Originally posted Saturday, June 15, 2019 by RODNEY HO/rho@ajc.com on his AJC Radio & TV Talk blog
So what does Nickelodeon slime feel like?
It’s watery and oily at the same time, slightly viscous but not thick. And it’s as green as it looks on TV. But when it dried off my dark grey shirt, I saw no stains.
On Saturday, June 15 at 10 a.m., the first official “Slime City” pop-up installation opens its doors at a space next to the Kroger on Piedmont Road known for decades as “Disco Kroger.” It will be around until through August Wednesday through Labor Day.
And during a media day Thursday, I got the opportunity to be “slimed.” But it’s not quite the way it is on any Nickelodeon TV show because they require ponchos. So most of the slime didn’t get in my hair or my face. My feet, though, were soaked and employees handed out copious amounts of orange towels.
>>Our podcast about Slime City
As for the slime shower, it felt mildly goopy but didn’t feel like a full-on attack. And the volume didn’t match Kids Choice levels. Then again, the sliming is for all ages. Plus, several people can elect to get slimed at the same time for group experience.
And yes, getting slimed is 100% optional. Feel free to just watch.
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But if the standard sliming isn't enough for you, there's a special $30 VIP version in a private glass booth that will better replicate the TV experience. As Fox 5's "Good Day Atlanta" correspondent Paul Milliken learned, it's far more intense and far messier. You also get a special T-shirt.
And for kids who want to make their own slime, for an extra $12, there’s a separate room.
The whole purpose of"Slime City" is a way for Nickelodeon fans and their parents - who also likely grew up watching Nick shows - to live through what they've been seeing on the screen for years. It's also a way to build and solidify brand loyalty in a day and age when experiences matter more than things, said Sharon Cohen, executive vice president for Nickelodeon Experience at Viacom.
Credit: RODNEY HO/rho@ajc.com
Credit: RODNEY HO/rho@ajc.com
The origins of slime go back to a Canadian show "You Can't Do That on Television," which Nickelodeon picked up in 1981. Nickelodeon then began incorporating slime into other shows such as "Double Dare" and the Kids Choice Awards. Kel Mitchell, in town yesterday to promote a new version of "All That," said he's been slimed hundreds of times. It's the price of admission, he noted, to be a Nickelodeon kid star.
Mitchell said in the early days, slime was often made of colored apple sauce. But now it’s some sort of “secret” formula Nickelodeon won’t reveal. And while it’s technically edible, Cohen said you shouldn’t guzzle it.
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"Slime City" gives fans opportunities to play with slime and offers different experiential rooms. There's a "Slimelight" club room, in homage to what used to be in the 20,000-square-foot space: a legendary nightclub called Limelight in the 1980s. (I spoke with Kaedy Kiely, afternoon host of the River, and an attorney friend of mine David Patton. Both partied at that club and recalled its nickname, was, coincidentally "Slimelight" because it had a slightly scuzzy quality to it.)
Credit: RODNEY HO/rho@ajc.com
Credit: RODNEY HO/rho@ajc.com
There’s a “bubble” room where you can watch the slime flow.
Credit: RODNEY HO/rho@ajc.com
Credit: RODNEY HO/rho@ajc.com
Credit: RODNEY HO/rho@ajc.co
Credit: RODNEY HO/rho@ajc.co
There’s a room where you can jump around on a huge beanbag-style “slime” area. There’s a huge wall where you can “imprint” yourself on the slime.
Credit: RODNEY HO/rho@ajc.com
Credit: RODNEY HO/rho@ajc.com
There's a very green tinted room that is meant to honor Centennial Olympic Park, which is called Slime-tennial Park.
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There's a room that replicates the Kids Choice Awards with an "orange" carpet and a dais to pick up your award, along with photos of celebrities "slimed" in the past including DJ Khaled, Will Smith and Katy Perry.
Credit: RODNEY HO/rho@ajc.com
Credit: RODNEY HO/rho@ajc.com
Overall, the experience should take about 45 minutes to an hour and thanks to the poncho, you shouldn’t need a change of clothing.
And given that this is a social media world, the staff actively encourages photos and videos.
This pop-up “Slime City” is a bit of an experiment for Nickelodeon and if it’s a success, the network will likely replicate it in other cities in future years, Cohen said.
THINGS TO DO
“Slime City”
Address: Piedmont Peachtree Crossing shopping center, 3330 Piedmont Road Northeast (in the former World Market space next to Disco Kroger)
Dates: June 15 through September 1
Hours: Wednesday-Friday: 10:30 to 6:30 p.m.; Saturday: 9 a.m.-8 p.m.; Sunday 10 a.m.-7 p.m. (closed Monday and Tuesday)
Tickets: $29 per person, kids under 2 free. Tickets are $25 through June 29. Tickets are purchased per time slot (every 15 minutes) and must be purchased online in advance.
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