I just got back from Las Vegas where I had a simulating, terrifying, and extremely engaging trip to the Meow Wolf Area 15! If you haven’t heard of them, Meow Wolf is an arts and entertainment group which specializes in creating multimedia experiences, and their most popular and mysterious installation is their apocalyptic grocery store, Omega Mart.

Even if you’ve never been to Omega Mart, you might have seen their website, their ’employee training videos’, or the music videos that have been floating around the Internet. My journey began when I saw this video by the YouTube channel Food Theory. After seeing this video, I, like Matt Pat was compelled to go there myself and discover what Omega Mart was like.

“We take a lot from open world games [where] you can play the story lines or you can just mess around.  We like giving people that optionality (sic). If you’re a 5 year old kid and you aren’t into reading a bunch of material, you just want to run around and treat it like a playground, and that’s totally fine.”

Vince Cadleback, CEO of Meow Wolf

A Note about the experience

Meow Wolf’s CEO has stated that the experience of Omega Mart is ultimately up to you. Similar to Sleep No More, this art installation (and it is an art installation) is much like an experiential theater experience in that there is no proscenium, and you do not sit down; it is not a passive watching experience but an active mystery. In Sleep No More, you followed various actors and watched them act out scenes in front of you. In Omega Mart, the story is more epistulary, meaning that there are no live performances, but you can unlock the story at your own pace through reading journal entries, corporate memos and websites, mini-games, and of course, actors performing in corporate videos, commercials, and even security footage. Like a modern video game, you can just walk around the open world and enjoy it, or you can unlock all the lore and piece together the mystery of Omega Mart yourself. This is story a story that is rife with greed, personal tragedy, family drama and maybe even murder. So of course my Shakespeare brain activated, and I wanted to see if I could find some Shakespearian tropes in the story of Omega Mart. I should mention that this kind of experience is often best when you let it become a surprise, so if you truly want to experience Omega Mart without spoilers, stop reading….

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 OK well if you’ve continued reading grab your tattoo chicken, apply your whale song deodorant and let’s get going!

The Characters

The drama of Omega Mart focuses on a single family, the Dram family: Walter, Charlie, Cecilia and Marin Dram. As you go through the various exibits in the Meow Wolf installation (not just the OmegaMart store), you begin to piece together what happened to them, how this family broke apart, and what Shakespearian tropes can we see within this story.

1. Charlie Dram: Sir John Falstaff The whole story begins with Charlie Dram; an old garage attendant who lives in the fictional town of Seven Monolith Villiage in Nevada. As you can see in the brochure I photographed above, Charlie runs a small tourist attraction where he guides tours allowing people to see The Forked Earth- a dimensional rift between our world and an alien planet, that is also the fount of a powerful and dangerous place called The Source Well. At some point, Charlie goes into business with his family, who eventually cut him out of their lives.

Henry V. I know thee not, old man. Fall to thy prayers.
How ill white hairs become a fool and jester!
For God doth know, so shall the world perceive,
That I have turn’d away my former self;
So will I those that kept me company.

• King Henry IV, Part II, Act V, Scene 5.

2. Walter Dram: King Lear. This being America of course it was inevitable that somebody would try to capitalize on the Source Well, specifically Walter dram Charlie's brother Walter. Mr. Dram, the CEO of Dramcorp found a way to harness the source and use it. It's not explicitly stated but it's highly implied that he took the Source to a place called Plenty Valley and started using it to revitalize crops out in the Las Vegas desert.
After harnessing The Source, Walter found that he was able to create produce that had unusual properties and from there he opened his grocery store, Omega Mart. If you go to the store, the products seem just a little off- they all have peculiar names, seem to have peculiar properties and in some extreme cases they seem to have inhuman properties like like lemons that are alive! 

Charlie calls these creatures  "mascots;" creatures that have that seem to be living cereal boxes. The source seems to have unpredictable and uncontrollable effects on natural products but because every Omegamart produce is doused with Additive S (which is Walter's addictive additive made from The Source), customers don't seem to care if they become addicted to any products that are laced with The Source.
 
Walter finds himself extremely rich and successful and opens up his corporation Dram Corp in 1977. Decades later in 2020, Walter promises to make his daughter Cecilia Dram his sucessor when he retires, but at some point, he must have reneged on that promise, proclaiming Kaz Matzumora the future CEO. What happened to accelerate the fallout between Walter and Cecilia, we're not sure, but it's quite possible that it has something to do with Cecilia's daughter Marin. 

Better that thou hast not been born, then not to have pleased me better.

King Lear

So we have a rich and successful man, who, now that he’s getting old, desires to pass his empire on to younger people, including his daughter. At the same time, he refuses to let go of power, and is willing to throw family under the bus to get his way, as he did with Charlie, and would have done with Marin, (more on that later). Let’s just say, it is very easy to spot the parallels between Walter Dram, and King Lear. Look at this video below where Walter seems to repent for his greed and abandoning his family, though it takes place in an ethereal prison.

• Lear. Pray, do not mock me.
  I am a very foolish fond old man,
  Fourscore and upward, not an hour more nor less;
  And, to deal plainly,
  I fear I am not in my perfect mind.
  Methinks I should know you, and know this man;
  Yet I am doubtful; for I am mainly ignorant
  What place this is; and all the skill I have
  Remembers not these garments; nor I know not
  Where I did lodge last night. Do not laugh at me;
  For (as I am a man) I think this lady
  To be my child Cordelia.

King Lear Act IV, Scene vii.

When I watched the Film Theory about Omega Mart, I thought Walter was like King Duncan in Macbeth, and his daughter Cecelia was Lady Macbeth, killing Walter to gain his power. The truth though, is much more complicated, and it centers around Walter’s granddaughter, Marin.

2. Marin Dram: Cordelia from King Lear, Miranda from The Tempest

if you look at the videos in Charlie’s office you can see Cecilia Dram (Walter’s daughter), drinking the Source. Within a minute she starts having cramps, and convulsions; she has been literally impregnated by the Source! Her daughter Marin was conceived by Cecilia Dram and the Source. But, there’s a catch; Marin, because she was created from the Source, cannot be too far from the Source Well. So, rather than living with her her mother and grandfather at Dramcorp, she’s forced to live in a yurt in Seven Monolith Village, very close to the Source Well.

Marin’s diary expresses a deep sense of loneliness and a desire to explore the world, not unlike Prospero’s daughter Miranda in The Tempest. She also expresses romantic feelings for Rose, a girl who lives in Seven Monolith, (who according to Charlie, is the granddaughter of a woman who successfully translated the language of the aliens who created the Source Well). The wonderful music video “Marin’s dream” playing below, shows cogent references to Marin having bisexual feelings for Rose and fear towards her mother. This is partly because, since Marin is connected to the Source and her family has been exploiting The Source for profit, she is fearful that her mother will exploit her for her Source-given powers .

We are such suff as dreams are made on, and our little life is rounded with a sleep

Prospero- The Tempest

It is further revealed that Marin is capable of creating living creatures with her own mind because of her connection to the Source. Below is a drawing by Marin of a hamster which then came to life in 7 Monolith! These powers make Marin highly desirable to both Celia and Walter. As Charlie mentions in the brochure, there are living product creatures called mascots and it seems likely that Marin is literally creating these creatures in her sleep!

At the end of the music video you can see Marin going through a portal in the wall. In Seven Monolith you can access numerous posters, emails, and phone calls that discuss and speculate about Marin’s disappearance. Some say she ran away from home, some say she was violently sucked into the portal, but the music video makes it very clear that Marin Dram chose to leave Seven Monolith Villiage, and to leave our universe as we know it. Why? It probably has to do with her mother, Cecilia Dram.

Cecelia Dram: Goneril and prosperO

Like I said before, I was expecting Cecelia to be the villain in the story- a power-hungry “thankless child,” (as King Lear puts it), who murdered her own father to take control of his empire. Now it’s possible that she did want to take the company at some point, but what also seems clear is that Cecelia is also seeking redemption for herself, and a reunion for her family.

Cecelia and Walter’s Disappearance

In a highly classified video that you can only access in the Dram Corp offices, Walter and Cecilia confront each other about Marin, and Walter seems to be intent on exploiting her gifts for profit. At this point, the video cuts out, but the audio tells us that Walter has fallen into the Source Well. It’s unclear whether he fell or if Cecilia or Marin pushed him, but what we do know is that Walter in every subsequent and email and communication with the board is referred to as “traveling.” When I first saw this, I thought that it meant that Cecilia had murdered Walter simply to gain control of the company, but it seems to be wilder than that; it seems that Cecilia might have thrown Walter into the source well to protect her daughter, but now wishes to get him back.

Once Walter falls into the Source Well, he actually absorbed so much Source that he no longer has a physical form; he seems to have ascended to a higher plane of existence and as you can see in this whiteboard, there’s a rumor that he is actually hiding somewhere in the Omega Mart facility. I won’t give away where he actually is though; you’ll have to discover it yourself.

Cecilia’s motives are the most interesting and ambiguous in the course of the Omegamart storyline. Her demeanor changes drastically after the disappearance of her father and daughter; it seems that she is trying to harness the power of the source not for profit but for but to cause her employees to “Ascend to a higher plan of existence.” Other members of the board in teleconferences seem frustrated with her, accusing her of no longer taking an interest in selling products anymore and that she seems to be coming down with strange cult-like behavior. Look at this highly confusing LED talk she gave one month after Walter’s disappearance:

So it’s ambiguous what Cecilia’s motives are- it could be that she’s attempting to create an army of Source-addicted zombies to do her bidding. It’s also possible that she is trying to figure out how to replicate the same experience as Walter and Marin. Maybe she wants to try and replicate what happened to them, so she can see them again.

Further evidence also supports that Cecelia is desperate to contact Marin and Walter by the fact that in addition to working on LAT, (her employee advancement program), Cecilia is also pushing her research team to create inter-dimensional portals. The clip above in which Cecilia talks to her DART scientists strongly implies what Cecilia really wants to do is to find her daughter in whatever dimension that she’s actually in. Notice that when the test subject mentions a teenage girl he sees in his dreams, Cecelia immediately drops everything to talk to him. Soon after that, DART starts working on DRAMNILATE, a technology that allows researchers to look inside people’s dreams, and test them on the exact same employee as before. Clearly Cecelia is hellbent on finding Marin anywhere, even in dreams!

Through the entire Omegamart storyline, it is ambiguous as to whether Cecilia is the hero or the villain. Her quest to find her family is noble, but she is hiding behind a mask of unbridled capitalism and exploiting a company that creates an addictive substance to do it. It seems almost Faustian that Cecelia has made a deal with the Devil to try and get her family back.

 Tell your piteous heart there’s no harm done. No harm.

I have done nothing but in care of thee,

Of thee, my dear one, thee, my daughter, who

Art ignorant of what thou art…

The Tempest , Act I, Scene ii.

So what does this have to do with Shakespeare? When I saw how Cecelia was protecting Marin I saw a king Lear trope; a greedy cruel old man who places his kingdom ahead of even his own family. Lear’s daughter Goneril lies to him and rejects him, but she does so to protect herself. Cecelia is alike a Goneril who protects Cordelia, the youngest and most innocent of Lear’s daughters, while Marin is like Cordelia herself.

This island’s mine, by Sycorax my mother,
Which thou takest from me! When thou camest first,
I loved thee And show’d thee all the qualities o’ the isle,
Cursed be I that did so! All the charms
Of Sycorax, toads, beetles, bats, light on you!
For I am all the subjects that you have,
Which first was mine own king!

Caliban, Act I Scene ii.

Looking at the totality of the Omegamart story, there are several connections to the Tempest Calliban the creature that lives on Prospero’s island bears striking similarities to the Zenions. He is described as being man and fish, much like the Zenions. Further, Caliban is not a native inhabitant of the island; he was brought over by the witch Sycorax and Prospero exploited him after Sycorax died, much like how the Dram family, especially Walter, exploited The Zenion’s magical Source.

In both cases, the Prospero character has both noble and ingnoble goals- Prospero wants to get himself and his daughter home, but also to revenge his exile to the island. Walter and Cecilia seem like Prospero split in two: there is a light side that wishes to defend Marin and see her safely home,and the dark side that wishes to exploit The Source and addict unwitting consumers.

I won’t give away how the story of omegamart ends but let’s just say that Walter gets across the notion that he has repented for his greed, and wishes to free the Source from the factory, much like how Prospero frees Ariel at the end of The Tempest. In both cases, YOU are the necessary person to help free Walter. Both Walter and the Meow Wolf team have hinted that there are new areas of Omega Mart that guests haven’t unlocked yet. Perhaps you will be the one to unlock the secret to free Walter, and the Source!

• Prospero. Now my charms are all o’erthrown,
  And what strength I have’s mine own,
  Which is most faint: Let me not,
  Since I have my dukedom got
  And pardon’d the deceiver, dwell
  In this bare island by your spell;
  But release me from my bands
  With the help of your good hands:
  And my ending is despair,
  Unless I be relieved by prayer,
  Which pierces so that it assaults
  Mercy itself and frees all faults.
  As you from crimes would pardon’d be,
  Let your indulgence set me free.

Prospero. Act V, Scene i

Thanks for reading this post. If you enjoyed reading it, leave a comment below. Please also relate any Omega Mart stories you had at Area 15!