Cirque Partnered with Thinkwell Group for NFLX

In partnership with the NFL and Cirque du Soleil Entertainment Group, world-renowned experience design company Thinkwell Group has announced its involvement in the NFL Experience—a high-tech attraction launching today in Times Square that lets visitors immerse themselves in America’s favorite sport. Thinkwell provided a wide range of creative, design, and production services to bring the NFL Experience to life, including technical, lighting & audio design, in-field art direction, and installation and construction oversight.

“Cirque du Soleil approached us with a unique challenge,” said François Bergeron, Chief Operating Officer at Thinkwell. “How could we turn this space into an interactive NFL exhibit—better yet, into an engaging fan experience? We realized we could use the same technology and design principles that help us design and produce museums and theme parks to turn the NFL itself into an attraction—and eight engaging experiences backed by augmented reality and other cutting-edge, interactive technologies were born.”

Thinkwell drew on its expertise creating attractions and experiential exhibits around iconic franchises like Harry Potter and The Hunger Games to create this larger-than-life experience worthy of the NFL brand. Its innovative design uses high technology and interactive elements to take visitors on a complete journey through the football experience—from fan to player to on the field at the Super Bowl.

“It’s not enough to watch NFL games on TV anymore—new technology like augmented reality is making it possible for consumers to actually become a part of their favorite events,” explained Chris Durmick, Principal, Attractions & Museums at Thinkwell and Creative Director for the NFL Experience. “Our cutting-edge technology doesn’t just give consumers a front-row seat at their favorite team’s game—it puts them right into the heart of the game itself.”

Headquartered in Los Angeles with offices in Beijing and Abu Dhabi, Thinkwell Group is a global experience design and production agency specializing in the creation and master planning of theme parks, destination resorts, major branded and intellectual property attractions, events & spectaculars, museums & exhibits, expos, and live shows around the world. Founded in 2001, Thinkwell is a creative, collaborative team with extensive experience in strategy, planning, design and production of location-based entertainment projects worldwide. The award-winning company has become a leader in experiential design by bringing a unique holistic approach to every creative engagement, delivering extraordinary results to notable clients over the years, including Fortune 500 companies, movie studios, museums, theme parks and destination resorts.

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{ SOURCE: Business Insider }