THG Creative’s work on The Freedom Theater at The National World War II Museum builds on the company’s expansive history of projects creating inspiring and engaging visitor experiences
by Gene Jeffers and Martin Palicki
From entire theme park and resort master plans to intimate, immersive theaters; from sky-high observation decks to expo pavilions, THG Creative has worked for 20 years with high-profile clients worldwide to transcend the ordinary and create ever greater immersive experiences. Every project is a one-off, each requiring design agility and an instinct for helping clients find new and remarkable ways to satisfy guest desires. The work of this independent creative agency spans myriad industries including theme parks, destination attractions, rides, resorts, museums, casinos, sporting events, and brand experiences.
“Sometimes we do blue sky and conceptual work on a project; other times we shepherd the project from concept right through design, build, installation and opening day,” says Phil Hettema, CEO of THG Creative. “But on every project we ensure that we are creatively responding to our client’s and their guests’ needs.”
THG’s secret for achieving that? Making connections with guests through the visitor experience. “As designers we have to thread the needle to find the right level of emotional awareness for every project,” says Nichole Garza, THG’s Director of Project Development. “We rely on expertly crafted storytelling and interactivity to accomplish that.”
The story of the Four Freedoms
Garza points to THG’s decades-long relationship with The National World War II Museum in New Orleans, Louisiana, as a prime example of how THG has approached museum design through effective and emotionally engaging storytelling. The partnership has resulted in two award-winning theatrical experiences: Beyond All Boundaries (opened in 2009) and the new Priddy Family Foundation Freedom Theater.
According to Garza, THG was tasked with creating an intimate attraction within a new building on their campus that helped complete the museum’s story. “We were asked to build on the success of Beyond All Boundaries and finish the narrative arc through a complementary experience,” she says. The THG team had to create a story that functioned as a “finale” to the WWII story even though it might not be the last thing guests experience during their visit to the museum. Given that challenge, the team focused on the freedoms the Allied forces were fighting for, capturing the outcome of WWII while also providing context to the war appropriate for any point in a visitor’s journey.
The new show focuses on the Four Freedoms laid out by President Franklin Delano Roosevelt (Freedom of Speech, Freedom of Worship, Freedom from Want, Freedom from Fear), and the expanding global role the United States was destined to play in the post-WWII era.
The Freedom Theater opened to the public in December 2023 and follows in the footsteps of Beyond All Boundaries. The need for this ticketed attraction to handle sufficient audience flow directly conflicted with the available space within a new building filled with exhibits and displays. The inspiration came to seat the audience on a turntable, which managed both requirements while creating a host of new challenges. “Conceiving of a theater on a rotating platform is complicated enough; determining how to physically integrate that theater into a relatively small footprint within a structure designed by a partner firm adds exponentially to the complexity,” says Jodi Roberdes (AIA), who served as lead architect for THG on the project. “THG is unusual for a design firm in having an architecture department integrated within the company, ready to meet all of those challenges.”
The installation comprises of a pre-show area and a three-act show. “Because of the small space, there are tons of lighting, electromechanical and scenic elements packed around the audience,” explains Roberdes. The 44-foot diameter turntable is split in half, allowing 65 guests seated on one half to view the first of three acts before rotating 90 degrees for Act Two and then beyond to 180 degrees for Act Three. Once there, the other side of the table is loaded with 65 more guests for Act One. Throughout the entire 20-minute show, moving scenery, shattered buildings, and video screens appear and disappear; projection mapping covers walls and ceilings, and rich sound fills each half of the theater. An inflatable, acoustic gasket and double thick walls had to be designed to prevent sound bleed between the two audience groups.
The architectural team had to work around entryways, exits and sprinklers all while keeping the technology and mechanics invisible. “Ninety percent of this job was problem-solving, making sure all the elements were installed and coordinated seamlessly,” Roberdes emphasizes. “We didn’t want anything to invade the show environment or intrude on the audience experience.”
Whether on entire new builds or on projects installed within existing facilities, her department helps ensure that attractions fit elegantly within infrastructure, audience flow patterns and other constraints. “We can foresee problems that will arise, provide solutions early in the design process to ensure that the build and installation goes smoothly and efficiently,” Roberdes says.
Naturally, THG worked with a wide range of talents, vendors and suppliers to bring the theater from concept to opening day. “As a creative design and production firm, THG Creative relies on networking and relationships with the best vendors and suppliers to deliver a quality installation to our clients,” says THG Chief Creative Officer Erik Neergaard. “Every THG team member has deep and lasting connections throughout the entire experience design industry, from multimedia and projection mapping specialists to scenic fabricators, lighting and sound experts, show action equipment and special effects providers.”
Since opening, The Freedom Theater has received critical acclaim, both from visitors and organizations. The Themed Entertainment Association (TEA) awarded it a Thea Award for Outstanding Achievement, Museum Attraction. In their notes, the Thea Awards Committee said the project “delivers originality, excellence, and impact. The storytelling renders the history both compelling and relevant today. The design and technical excellence are original and imaginative, perfectly supporting the story and the emotional track.”
International Awards Associate (IAA) also honored the project with two separate MUSE awards in 2024: The Muse Creative Award for Experiential & Immersive – Live Experiences and a Muse Design Award for Interior Design – Cultural. Both MUSE awards, along with the Thea Award, acknowledge The Freedom Theater’s ability to connect with guests on that emotional level.
The interactive connection
In addition to story, THG employs interactivity to help make that emotional connection. THG Creative’s current work on the Children’s Museum of Manhattan (CMoM) provides another window into how these design principles come together. In 2018, CMoM announced plans to move to a new building and acquired a former church property for the project. They brought THG on board as a creative partner to help design the experiences, exhibits and activities within the new facility.
When the museum opens in 2028 it will cover six floors in Central Park West. “Our storyline for CMoM is that this is a space entirely for kids where they are the discoverers and the creators and the makers,” says THG Senior Creative Director Kate McConnell. “We want kids to come in and start with ‘What or who do I want to be today?’ and the museum will offer them ways to explore and interact with their answer to that question.”
Not only does that align with the museum’s mission, but it encourages repeat visitation and expands the museum’s potential audience. “The interactive format of the exhibits we are designing will mean the experience is always new for guests every time they come in. Guests are always going to see and create something different,” says McConnell.
Thinking of interactivity and storytelling in new ways
While the free-form experience of CMoM contrasts with the linear show format of The Freedom Theater, McConnell points out that both projects are centered on story and interactivity.
“We don’t only think of interactivity in terms of physical engagement. Even if an experience is set up where the guest is primarily an audience member, such as in The Freedom Theater, our goal is to inspire the visitor to interact with the story on an emotional and intellectual level,” explains McConnell. “We want them to think about the narrative, talk about the concepts with friends and maybe even research the topic more.” At its core, that form of interactivity can be just as potent a visitor experience as a child exploring a hands-on exhibit.
“Whether it’s discovering through play or contemplating concepts like freedom, our goal of inspiring interactivity through story is what makes experiences at visitor attractions and cultural institutions meaningful and valuable,” asserts Hettema. “Creating experiences that not only allow but encourage guests to explore and engage with stories and ideas is at the core of THG’s design principles.” •
