Entertainment
We build stories in the real world by combining cutting edge experiential design with the deep tradition of how people connect with place and each other. Our creative visionaries and design strategists partner with clients to bring their stories to life in experiences and spaces that matter.
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Humans are storytellers. From campfires to newspapers, to movies, and ultimately through our experiences, we understand our world through the stories we tell. Finding the right invitation into a story to play or explore or discover or be delighted by a different world is one of the critical pieces of design.
—Ann Morrow Johnson, Entertainment leader
12 Items
Pavillon Notre-Dame
Paris, France
Gensler’s design for the Pavillon Notre-Dame — which would be located in the cathedral’s iconic Parvis Square — intends to offer a beacon of hope to Parisians and international visitors while the 850-year-old cathedral is being restored.
Fifth + Broadway
Nashville, Tennessee
Fifth + Broadway is a new mixed-use development that integrates with the vibrant urban fabric of Music City by inserting rich, pedestrian-focused spaces.
“GameXPloration” at Saint Louis Science Center
St. Louis, Missouri
The St. Louis Science Center’s “GameXPloration” harnesses the idea of gamification and turns the visitor experience into a real-life game that delights.
Walt Disney World Swan Reserve
Orlando, Florida
Nestled within the grounds of the Walt Disney World Swan and Dolphin Resorts, the Swan Reserve is a 349-key boutique hotel that offers the refined luxury expected of the Marriott Autograph Collection.
The Egyptian Theatre
Hollywood, California
Gensler collaborated with Netflix to redesign the architectural interiors, signage and wayfinding, and narrative storytelling exhibit of The Egyptian Theatre.
AKC Museum of the Dog: Experience Design
New York, New York
The New York-based museum represents the organization’s passion for man’s best friend and its larger identity as an educational and research institution.
American Dream
East Rutherford, New Jersey
Gensler leveraged expertise in hospitality and retail design to realize a vision to create the third-largest mixed-use development in North America.
Jackie Robinson Museum
New York, New York
The Jackie Robinson Museum presents the life of the first African American inducted into the Baseball Hall of Fame in a dynamic setting, designed by Gensler.
The View at The Palm
Dubai, United Arab Emirates
Gensler worked with Nakheel Properties to design a viewing deck overlooking Palm Jumeirah as well as an interactive museum to create a memorable visitor journey
Atari Hotels
Las Vegas, Nevada
Atari Hotels partnered with Gensler to bring its iconic gaming brand to life with an experience-driven hospitality, esports, and entertainment destination.
Traffic Museum
San José, Costa Rica
For its second year anniversary, Costa Rica’s leading fashion magazine, Traffic, wanted to celebrate in a unique and memorable way. The magazine approached...
Academy Museum of Motion Pictures
Los Angeles, California
Gensler collaborated with Renzo Piano Building Workshop to transform a 230,000-square-foot historic landmark structure into the lively Academy Museum of Motion Pictures, which encompasses more than 50,000 square feet of gallery space, theaters, education labs, offices, conservation facilities, a restaurant, and a retail store.
Our Approach: Narrative Based Design
We take a concierge approach to meet clients where they are.
Experiences Come In Many Sizes
We make experiences matter, no matter the scale. From pop-up events to urban-scale construction, Gensler Entertainment delivers meaning at scales both intimate and grand, in experiences both temporary and permanent. There’s no such thing as too early or too late, too small or too big. Let’s build your story together.
We Enter Stories At Any Chapter
From concept through rope drop, we are creators of experiences, of places, of new businesses, and of original ideas. From the earliest spark of an idea to complete design packages and comprehensive execution teams, Gensler Entertainment tailors our services and approach to match our client’s story.
An Integrated Mindset
Guests don’t distinguish between lines of business when they think about good experience. And neither do we. When partnering with clients, we bring an integrated approach, gathering experts across multiple disciplines and with varied sets of expertise, to cast a unique team that can reach beyond traditional categories and create exceptional and unprecedented experiences.
Let's Build Your Story Together
We manifest our clients’ stories in the physical world by centering the points of view of the guests going through the space or experience. We keep that intent as a beacon through every step of design and execution, for a final result that is personal, authentic, and meaningful. That’s how we create projects with lasting impact.
INSIGHTS
Blog
Using Narrative Design and Local Context to Create Authentic and Memorable Hospitality Experiences
Gensler's global leaders for Hospitality and Experience Design discuss the intersection of these two industries and their process for creating memorable destinations.
Blog
The Power of Trust in Experiential Design
Humans have a deep biological need for safety, and when we design for this need, it lets us also design for an experience of emotion that leads to meaningful human connection.
Blog
The 5 Attributes That Define an Immersive Experience
When successful, immersive experiences give people a chance to connect deeply with the present moment and with others around them.
Blog
Designing with Intention: Creating Emotional Connections Through Immersive Experiences
In this Q&A, Gensler’s global leaders of Digital Experience Design and Entertainment unpack the concept of experiential architecture and what makes an immersive experience.
Research
Designing for Place and Purpose in the Metaverse
We investigated the nature of the metaverse and how designers can employ it to create differentiated immersive experiences that delight users and solve challenges.
Blog
Trends to Watch: The Future of Entertainment in the Built Environment
Gensler’s Entertainment leaders discuss the opportunities shaping the future of entertainment, from immersive experiences to entertainment districts.
Blog
Using Experience Strategy to Design What People Truly Want
By vividly depicting potential users early in the design process, the resulting room, building, or campus is more likely to meet their needs.
Blog
What Makes a Great Retail Experience? Community, Connection, and Exhibition
Astute retail and hospitality brands recognize that in-person connection is a vital part of their offerings. But what does that visceral experience actually look like?
Podcast
From Stores to Stories: Immersive Experience and the Future of Retail
Gensler’s Bob Weis, Rob Bischoff, and Lara Marrero, unpack what truly makes an experience immersive and the role designers play in shaping the landscape.
WEBINAR
Magnetizing People & Places Through the Power of Brand
Gensler’s Brand Design and industry leaders delve into a conversation about the power of brand strategy and storytelling.
Blog
How the EveryFan Journey Drives Engagement in Stadium Design
Today’s sports and entertainment venue experience is no longer solely about the event itself; it is intrinsically connected to the fan journey.
Blog
How Augmented Reality Can Drive More Engaged Communities
New and emerging technologies are bringing even more opportunity to enhance the ways communities engage with the cities around them.
Blog
Rethinking Engagement: Strategies for Immersive Design
How can we drive and sustain meaningful engagement between our clients’ spaces and their employees, partners, and customers? Immersive experiences are key.
Blog
Why Brand Fleets Are Key to Creating an Engaging, Multiplatform Experience
Brand fleets can create brand loyalty and reach the customer of now and the younger audience of the future.
Research
Hospitality Experience Survey 2023
As travel ramps up, our survey explores the growing blend of business and leisure travel, new definitions of luxury hospitality experiences, and heightened guest expectations.
ENTERTAINMENT DESIGN TRENDS TO WATCH
New partnerships will bring together content creators and visionary developers.
The 2023 entertainment labor strikes revealed that the industry is changing from the ground up. New types of partnerships will emerge between content creators and developers and owners, which would bring together funding, ideas, and unique storytelling to create new location-based entertainment experiences based on great storytelling and immersive design.
Repurposing underutilized real estate will create moments for joy and connection.
Entertainment has a unique role to play in creating community vibrancy by reimagining commercial real estate. By crafting experiences that invite communities to gather and connect, feel joy, and find meaning, entertainment will revitalize underutilized properties such as empty malls and big box retail into multifaceted experiential spaces with participatory community engagement.
Amid financial uncertainty, the entertainment industry can earn the price of admission with transcendent immersive experiences.
In times of financial crisis, opportunities for belonging and life enrichment are paramount to psychological well-being. When leisure spending is heavily scrutinized, entertainment must earn the ticket price. To stay relevant and thrive, immersive experiences must transcend the expected to delight, transport, and connect people to deliver shared joy at value.
ENTERTAINMENT LEADERSHIP
Lexi Barry
Global Entertainment Leader, Principal
Lexi is a Strategy Director and Global Entertainment Leader, based in Gensler’s Los Angeles office. As a Strategy Director, Lexi is passionate about redefining the future of...
Ann Morrow Johnson
Global Entertainment Leader, Design Director
Ann Morrow Johnson, AIA is a Design Director and Global Entertainment Leader for Gensler’s Entertainment and Experience Design Practice. A visionary creative leader, Ann Morrow...
Greg Ashton
Design Director
Greg is a Design Director in Gensler’s Los Angeles office. He has been developing immersive, narrative-driven entertainment and hospitality experiences for nearly three decades in...
NEWS
Press Release
Ann Morrow Johnson, AIA Joins Gensler
Former Global Head of Creative Development at Walt Disney Imagineering to lead Entertainment practice.
June 06, 2024
In The Media
Business Insider
Business Insider Profiled Gensler Entertainment Leader Ann Morrow Johnson
Ann Morrow Johnson shared three tips for landing a creative dream job and discussed her career journey, experience working for Disney Imagineering, and current focus at Gensler.
October 05, 2024
In The Media
Bisnow Chicago
Entertainment Leader Bob Weis’s NeoCon 2024 Opening Keynote Highlights the Importance of “Injecting Magic into CRE”
Weis shared the importance of “injecting magic into CRE” by creating experiences that center visitors and occupants in order to foster a sense of belonging and emotional connection to spaces and places.
June 10, 2024
In The Media
Blooloop
Former Walt Disney Imagineer Ann Morrow Johnson Joins Gensler
Ann Morrow Johnson, former Global Head of Creative Development at Walt Disney Imagineering, has joined Gensler to lead its Entertainment and Experience Design practice.
June 10, 2024
In The Media
NeoConversations
NeoCon Featured a Podcast With Entertainment Leader Bob Weis on The Power of Storytelling
Weis discussed the importance of designers injecting storytelling into the creative process in order to make our buildings, communities, and cities come to life.
June 07, 2024
In The Media
Blooloop
Entertainment Leader Bob Weis Shares Why Themed Experiences Are Taking on “New Relevance” Across Sectors
Blooloop interviewed Bob Weis about his career at Disney and the opportunity to bring engaging, storytelling experiences across a variety of industries at Gensler.
July 20, 2023
In The Media
Building Design+Construction
Bob Weis and Andy Cohen Discuss the Power of Storytelling to Connect People to Places
In a video Q+A, Entertainment Leader Bob Weis and co-CEO Andy Cohen describe how Gensler will focus on storytelling to connect people to places.
June 06, 2023
In The Media
Insider Retail
How JIDU’s Roboverse Experience Centre Is Disrupting the Auto Industry
Electric vehicle maker JIDU’s new experience centre, designed in collaboration with Gensler, merges product experience, digital experience, brand display, an art space, and other functions.
May 16, 2023
In The Media
Frame
JIDU ROBOVERSE Sanlitun Experience Center is a Hybrid Physical-Digital Brand Building Experience
The collaboration between JIDU and Gensler offers a next generation brand experience center for the intelligent car 3.0 era that unites people, art, and technology.
May 09, 2023
In The Media
VenuesNow
The New York Mets Are Reshaping Citi Field and Enhancing the Fan Experience With a Design by Gensler
The upgrade will provide a greater variety of seating options and include memorable, hospitality-driven spaces infused with the spirit of New York City.
April 02, 2023
In The Media
Premier Construction
The Gensler-Designed NBA Store Berlin Creates a 360 Product and Brand Experience
The NBA’s first retail store in Germany features a full-size basketball court marked out on the shopfloor, a customization lab, bespoke fixtures, and digital installations.
February 25, 2023
In The Media
Architectural Record
Bob Weis Discusses His New Role Leading Entertainment at Gensler and Alternative Career Paths for Architects
Bob Weis reflects on the value of storytelling in architecture and shares his own career journey.
February 24, 2023
In The Media
CoStar
Gensler’s Hiring of Bob Weis Spotlights the Importance of Experiential Design
Bob Weis, former head of Disney Imagineering, will lead global entertainment design at Gensler, whether a building involves sports, mixed-use, or offices “in need of some other magic.”
February 07, 2023
In The Media
The Creative Factor
Bob Weis Discusses Designing Spaces That Reward Visitors for Taking the Journey and Encourage Them to Return
In a Q+A with The Creative Factor, Andy Cohen, co-CEO of Gensler, and Bob Weis, former head of Disney Imagineering, describe the importance of storytelling in design.
January 26, 2023
In The Media
Architect Magazine
Former President of Walt Disney Imagineering Joins Global Architecture and Design Firm
Bob Weis, who spearheaded more than 200 projects for Disney, has joined Gensler to envision and create immersive experiences for clients across a variety of industries.
January 17, 2023
In The Media
Archinect
Former Disney Imagineering President Will Lead Entertainment Design at Gensler
Weis brings more than 30 years of cutting-edge experience at Disney to his new role leading the creation of unique entertainment experiences for Gensler’s clients.
January 13, 2023