"Assemble is a playful, tasteful, and profound invitation to take a look behind the cardboard facade of the catalog-ready dreams imposed on us by brands ... straightforward and unapologetic criticism..."
"Assemble creates drama out of the otherwise exhausting tedium of dealing with Ik—er, the store’s—contention that navigating twisting, never-ending aisles of easily breakable shit constituents a satisfying shopping experience."
"A bizarre and exciting new immersive theater show sent me creeping through a waterfront furniture store early this week, seeking drama and romantic tension somewhere between the curtains and the bookshelves ... thrills the ears"
Off Off Online
"Assemble provides an original look at how spaces and birthdays can affect people. The anonymous but site-specific venue reflects a challenging ... style of theater that here incorporates technology to tell its story."
Founder, Improv Everywhere
What a fantastic experience! The whole thing was designed so well from start to finish. I love how much work went into making it completely site specific.
New York Mag
"The deep fringe of New York theatre-making gets its Brooklyn showcase in this far-flung festival, which contains ... an immersive choose-your-own adventure show in an actual (and secret) box store..."
The Best Things to Do In NYC This Week: Exponential Festival
"Some highlights ... Assemble, an app-based, choose-your-own-adventure guerilla performance"