It was on screen for less than 10 seconds.
The small black-and-white sticker enters the frame just as JJ Maybank — one of the “Pogues” played by Rudy Pankow in Netflix’s teen drama hit “Outer Banks,” which contrary to its name is filmed in Charleston — smashes a shop’s glass door with a baseball bat.
Blink and you’d miss it.
But thousands of eagle-eyed OBX fans spotted the tiny QR code outside of Shrimp and Grits Kids‘ design studio despite the path of destruction the character leaves behind.
The Old Village’s Pitt Street promenade serves as the show’s idyllic downtown that is vandalized during the climatic scene halfway through its penultimate season.
Those who paused and scanned the code were directed to the clothing store’s website, which sells “whimsical” children’s apparel.
The Easter egg might not have been the behind-the-scenes look viewers had hoped for, but the increased web traffic came as just as much of a surprise to owner Megan Hewitt, who says she watches the show with her two teenage daughters.
“Hence the obsession,” Hewitt said from the design studio, which was set right by the show’s design department. “It’s super fun to watch something and see your home.”
More than 6,000 people visited the store’s website within a few days of the Nov. 7 drop. Netflix released the fourth season in two parts and episode 6, titled “The Town Council,” kicked off the second half of the season with a smash. Literally.
It wasn’t the shop’s actual door that was destroyed, according to Jenny Harrison, Shrimp and Grits’ social media manager. Showrunners brought in a replica for the actor to smash apart and then replaced the original afterward, Harrison explained to worried commenters on social media.
“No, not the cute kids store!” one Instagram post said.
The show, like others filmed in the city, has driven tourism to its recognizable locales. Hundreds of OBX fans lined the block outside the Charleston Music hall Oct. 8 for the red carpet event that premiered the first episode of this latest season.
“There is so much more foot traffic because of the show,” Hewitt said. She pointed out a passersby wearing OBX swag. “People are just infatuated with the show.”
As fans of the show themselves, Hewitt said the team was thrilled when a location scout approached them about using the shop again. In season 2, the store front was transformed into a surf shop, and it has been featured at other points.
“They filmed so much of that first season in front of our eyes,” Hewitt said. “We’re all still starstruck, even though we’re grown ups. It’s exciting to think about Hollywood in Charleston.”
Because Hewitt’s team uses the Pitt Street space as a design studio and office rather than a retail location, they put the QR code outside so window shoppers could still buy from them.
They had forgotten all about it until the show aired, said Harrison, who thanked Netflix for the free advertising on the store’s Instagram account.
For the “door smashing” scene, showrunners wanted to keep the theme of a children’s clothing store. Netflix stocked the window display with outside apparel fearing that the store’s merchandise might not make it back after a mob was supposed to loot the shop, according to Brittany Wallace, the store’s graphic designer.
“We were like ‘Oh no.’ It should be our stuff” Wallace said. “Let them at it.”
She helped decorate the window display shot in the scene, which prominently features an American Girl doll wearing a Shrimp and Grits original design.
Unfortunately, the bump in web traffic didn’t necessarily increase sales, Harrison said, adding that their typical customers are a bit older than the average viewer of the teen drama. Still, it was great exposure.
The team is already brainstorming other ways to capitalize on the show’s popularity. They’re thinking T-shirts or maybe an OBX-themed print.
Or — if you haven’t watched the show’s fourth season stop reading here, spoilers ahead — maybe John B and Sarah Cameron’s baby will model a Shrimp and Grits Kids look next season?
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