THG Creative, an experiential design agency specializing in attractions, proudly celebrates the reopening of Beyond All Boundaries at The National WWII Museum after a comprehensive, year-long technical and creative refresh. First developed by THG Creative in 2009, the acclaimed cinematic experience has sold more than 4.5 million tickets.
The revitalization brings upgrades to nearly every aspect of the show, ensuring Beyond All Boundaries continues to inspire Museum visitors for generations to come. The project, completed in September 2025, represents 11 months of collaboration between THG Creative and the Museum’s in-house team, delivering modern technology, enhanced performance, and a refreshed environment that honors the original production’s legacy while elevating its impact.
“We’re honored that the Museum remains so deeply committed to keeping this powerful story alive,” said Phil Hettema, Founder of THG Creative. “Beyond All Boundaries has always been about honoring the experiences and sacrifices of those who lived through World War II. Our goal in this refresh was to ensure that same emotional impact continues to resonate with audiences today and into the future, told with the immersive power that modern technology allows.”
“Since it opened, Beyond All Boundaries has laid the groundwork for millions of visitors’ journeys through the Museum,” said Museum President & CEO Stephen J. Watson. “These upgrades bring this beloved signature experience into a new era, underscoring our commitment to providing future visitors with a first-rate experience that educates and inspires.”
The project comes on the heels of the recent opening of the acclaimed Priddy Family Foundation Freedom Theater in the Museum’s Liberation Pavillion, which earned a prestigious Thea Award in 2025 for Outstanding Achievement.
An enhanced experience
The new Beyond All Boundaries installation introduces a suite of technical advancements designed to improve performance, energy efficiency, and maintenance ease, all while maintaining the show’s signature emotional power. Upgrades include:
- A new speaker system and audio infrastructure, enhancing the show’s clarity and dynamic range.
- A full LED show lighting upgrade, cutting the total fixture count by 50% and earning the Museum an energy efficiency credit.
- Electric motor conversion for show-action equipment, reducing maintenance needs and environmental impact.
- Refreshed show sets and paint treatments to revitalize the theater environment.
- Modernized, quieter special effects, preserving the emotional pacing of the narrative while improving comfort and reliability.
- Installation of audio-driven seat rumblers (“butt kicker” transducers), providing greater flexibility and realism during key “rumble” sequences.
Together, these updates create a smoother, more powerful sensory experience for visitors, with increased control and precision for the Museum’s operations team.
Refined storytelling and new moments
While the heart of Beyond All Boundaries remains intact, THG Creative reimagined select moments for today’s audiences. The aircraft carrier sequence was reworked to feature an updated gun prop and refined timing, strengthening its dramatic punch. In the pre-show, Tom Hanks returned to reprise his role, offering a refreshed introduction that bridges the original production to a new era of visitors.
Collaboration and challenges
The Museum and THG Creative share a history of innovation and trust, having collaborated most recently on the Thea Award-winning Freedom Theater. That partnership continued through this upgrade, beginning with an initial “wish list” from the Museum and expanding into a holistic plan for revitalization.
“We were excited to partner once again with THG Creative to thoughtfully modernize Beyond All Boundaries,” said Watson. “Together, we were able to reimagine the show in a way that honors the original production while embracing technological advancements and enhancing the experience for today’s audiences.”
The work itself presented significant logistical challenges. The Solomon Victory Theater is a compact, complex environment, requiring coordination among up to 40 crew members working simultaneously in tight quarters. Despite the constraints, the team not only met but exceeded expectations, completing the refresh ahead of schedule.
“From the beginning, this project was about listening and understanding what the Museum needed operationally and technically, and then creatively delivering those improvements without compromising the heart of the show,” said Annie Cantele, Project Manager at THG Creative. “Overseeing the project from planning through installation, and working side by side with the Museum team on site, we were able to modernize the systems and ultimately enhance the guest experience while staying true to the emotional impact that has defined Beyond All Boundaries.”
Honoring legacy, inspiring the future
As the Museum continues to evolve its campus and exhibitions, Beyond All Boundaries remains a centerpiece, an immersive reflection on the human cost and courage of World War II. The refreshed production ensures that the next generation of visitors will experience the same sense of awe and empathy that moved audiences when the show first premiered.
“From the beginning, our goal has been to create an experience that is both deeply moving and technologically groundbreaking,” said Creative Producer Charlie Otte. “The upgrades ensure that Beyond All Boundaries continues to honor the sacrifices of the WWII generation while inspiring future visitors to reflect on the lessons of history.”