Themed Experiences
Themed experiences work when the theme is invisible. Not hidden, but so fully realised that guests aren’t aware of the craft behind it. They’re just somewhere extraordinary. We create themed experiences for cruise lines, theme parks, hotels, branded venues and major events, through the combined capability of RWS, JRA, ted and ARC.
What We Create
Themed experiences span everything from a single immersive zone to a fully programmed destination. What stays consistent is our approach: every creative decision in service of the guest.
Concept and World-Building
We develop the creative brief, the thematic language and the story architecture that holds the whole experience together. What world are guests entering? What does it feel and sound and smell like? What do they take away? This is where themed experiences are made or lost, and it’s where we begin.
Environmental Design and Production
Our JRA and ted teams design the physical environment: scenic construction, spatial flow, lighting, sound and the visual world guests inhabit. We produce these elements in our own 100,000+ sq ft of studio space in New York and London. You receive an environment that’s ready to open.
Live Entertainment Programming
The live layer is what separates an immersive environment from a truly themed experience. We cast, costume and operate the performers, characters and show elements that bring the theme to life every day. From a costumed character encounter to a full theatrical production, we program the human moments that guests remember longest.
Seasonal and Ongoing Evolution
Themed experiences that stay static lose their power. We build seasonal refresh and ongoing programming into every long-term relationship so your experience keeps earning attention. From first opening to years in operation, we stay your creative partner.
Trusted by the World’s Leading Destinations
- 1M+ live moments delivered every day worldwide
- Themed experiences operating in 50+ countries across six continents
- Clients include MSC Cruises, Six Flags, the NFL and Warner Bros.
- Named Agency of the Year at the 2025 Sports Technology Awards
Common Questions
How do you ensure a themed experience feels authentic rather than generic? Authenticity in a themed experience comes from specificity. We don’t apply a generic theme. We develop a specific creative world rooted in the destination’s identity, the audience’s expectations and the story that only this place can tell. That specificity is what guests feel.
We already have a creative team. Do you work in partnership or do you take over the creative? We work alongside in-house creative teams regularly. Our role is to take the creative vision and make it a functioning, operable guest experience. Your team brings the brand knowledge. We bring the production, operations and entertainment expertise to realise it at scale.
Let’s Create an Experience Worth Talking About
Tell us your destination, your audience and your vision. We’ll build a themed experience around it.
