Corporate Vision Issue 9

14 CORPORATE VISION / Issue 9 2018 , Headquartered in Los Angeles with offices in Beijing and Abu Dhabi, Thinkwell is a global design and production firm cantered around the design of unique and compelling guest experiences. Taking time to provide us with a detailed insight into the firm is Thinkwell’s CEO, Joe Zenas who reveals the secrets behind the company’s extraordinary accomplishments. Strategically-Driven Creative Solutions Established in 2001, Thinkwell has created compelling, immersive experiences for a wide range of clients and industries. Thinkwell specialises in the creation and conception, design, master planning, and implementation of theme parks, destination resorts, major branded and intellectual property attractions, events & spectaculars, museums & exhibits, expos, and live shows around the world. Throughout the years, the company has grown to 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 developers. INSIGHT: “We are the guest experience experts.” Guest experience is at the heart of every project we take on. From the first guest touchpoint, be it an app or a website, to the entry statement, the experiences and the environment, we consider what the guest is seeing, hearing and feeling, ensuring their visit is memorable, resonant and authentic to the brand. INSIGHT: “We build long-term businesses for our clients.” From the earliest stages of design, we seek to understand the unique business parameters of each project, shaping the concept around those parameters, and ensuring the experience is positioned to be successfully operated for years to come. INSIGHT: “We remove friction for our clients.” The process of designing, building, and operating a location-based entertainment project can be incredibly complicated. We are the clients’ advocate and partner through each stage of development, filtering the noise and presenting them with clear options and solutions that enable them to make informed decisions about what is right for their business and brand. When undertaking a new project, we learn everything we can about the subject matter, the project parameters, the site, and anything else that could impact the concept, the delivery of that idea, and the client’s business. During the early stages of work, we ensure that we are clearly defining the client’s metrics of success and key project parameters. Metrics of success may include creating a concept to be pitched to investors or partners by creating a concept that meets a given business goal 1808CV27 (increasing traffic or revenue, for example). We don’t just come up with innovative design; from the earliest stages of a project, our interdisciplinary team considers how the project will need to function in the real world and how it will meet the clients’ objectives. INSIGHT: “Consider current realities in economy and technology.” Thinkwell is a global company, so we aren’t focused on a particular region. Our business is in leisure, entertainment and culture, so we are very linked to overall global economic factors. As many economies have emerged from the 2007 financial crisis, we see a greater demand for what we do. In China, an oversupply of retail centres in many large cities provides an opportunity to create smaller entertainment offerings that cater to an audience of local, repeat visitors. In the Middle East, we see great potential in Saudi Arabia as the Crown Prince works toward a 2030 vision of modernising their economy and providing more entertainment and tourism offerings. The digital revolution has provided another strong influence to our work. While digital has grown, it has not replaced people’s unique need to connect and interact with each other in the physical world. The creative possibilities that digital technology have created have expanded our tool kit, allowing us more and different ways to tell stories in an immersive environment. Looking ahead to what the future holds, there are two major projects that deserve mention: one is Warner Bros. World Abu Dhabi and the other is Universal Orlando’s Cinematic Celebration. Warner Bros. World Abu Dhabi Thinkwell, in collaboration with Warner Bros. and Miral, conceived, designed and was a key member of the project delivery team to bring the newest global theme park destination, Warner Bros. World Abu Dhabi, to life. This park brings together the beloved stories and characters from the studios’ unparalleled collection of Looney Tunes, Hanna-Barbera, and DC Comics super heroes in a world-class destination unlike any other. As the world’s largest indoor theme park, Warner Bros. World Abu Dhabi combines six immersive lands - Warner Bros. Plaza, Gotham City, Metropolis, Cartoon Junction, Bedrock, and Dynamite Gulch - to create one awe-inspiring experience. The 1.65 million sq. ft. (153,290 sq. m) park boasts family-friendly