Decades after the company’s scientists invented synchronized-sound motion picture technology, Bell Laboratories constructed a massive new headquarters in Holmdel, New Jersey, to support its ongoing research and development in the field of telecommunications. Significant advancements in twentieth century science were made in this building including innovative work related to radio astronomy, the transistor, lasers, and physics. After a period of vacancy the building underwent a major rehabilitation. It is now called Bell Works, and you might recognize it as the setting for the AppleTV+ series Severance, which released its Season 2 finale last week. The Heritage Consulting Group team tuned in, eager to see one of their projects in a starring role.
The Heritage team worked to list the 2 million square foot building on the National Register of Historic Places and obtain federal historic tax credits, which were used for its rehabilitation. Their efforts helped to turn the then-vacant office building into a vibrant retail and commercial destination, befitting the AppleTV+ science fiction psychological thriller series.
“The transformation of Bell Labs into Bell Works was one of the most ambitious projects our firm has had the privilege to be a part of. Revitalizing an abandoned laboratory and reimagining it as a vibrant, multi-use destination—while carefully preserving its historic integrity—was a challenge we embraced with passion and dedication,” says Heritage Consulting Group President Cindy Hamilton.
Severance is not the first production to feature a Heritage project. The team is currently working with A24 to revitalize the off-Broadway gemstone Cherry Lane Theatre. It is a Greenwich Village venue that holds its own star power in the theatrical and film community. It has appeared in episodes of Amazon Prime’s The Marvelous Mrs. Maisel and Netflix’s Mr. & Mrs. Smith.
On the Silver Screen
Historic preservation frequently takes center stage on the silver screen—a double win for the Heritage team as viewers fill movie theaters that the team has worked to revitalize and then watch scenes containing buildings and communities they have touched.
Take the Fox Theatre in Atchison, Kansas, for example. Heritage staff listed the movie theater on the Kansas Register of Historic Places, enabling the owners to use historic tax credits for their rehabilitation of the building. The theater, which opened in 1949, is a distinctive mid-century building with glazed terra cotta ornamentation and a neon marquee sign. It is a historical and cultural landmark for the community and the state.
Other Pop Culture References
Heritage was enlisted for the historic tax credit rehabilitation of Macy’s Herald Square. The New York City icon has been featured in numerous movies and television shows. Most notably, the Macy’s building is the star of the 1947 Christmas classic Miracle on 34th Street.
The Heritage team came on the scene decades later, securing federal historic tax credits and consulting on the historic revitalization. Among the team’s restoration efforts were the iconic wooden escalators. The store—and escalators—continue to be featured in movies, television shows, and even a music video. The interior of Macy’s Herald Square is the setting for the Kanye West video for the song “Heard ’Em Say.” The music video features footage of the building’s iconic wooden escalators, one of many hallmarks of Heritage’s efforts.
During his Oscar acceptance speech at the 97th Academy Awards ceremony on March 2, 2025, Anora director Sean Baker took a moment to implore viewers to head back to movie theaters. The Heritage team could not agree more! Keep watching for more updates on Heritage projects in popular culture—or contact us to learn about how our experience can bring life to your vision.
