Skip to main content

RHETRO & Co. announces rebrand and upcoming projects with Discovery Destinations

Discovery Jungle Resort concept art by Rhetro & Co

RHETRO & Co., a global leader in entertainment design and brand strategies for the attractions industry, is celebrating a rebrand at IAAPA Expo 2019 and has announced a series of new projects with Discovery Destinations.

RHETRO & Co., formerly known as RHETROACTIVE, is undergoing a rebrand in order to encompass the brain trust that founders Steve Trowbridge and Tim Rheault have established over the past 10 years within the firm. Heading into 2020 under its new name, the company has also announced several new location-based experiences for Discovery, Inc.

RHETRO & Co. also recently launched a new company, Farbound. The Farbound product runs on a proprietary game and show control system, activating brands and IPs through gamified adventures.

RHETRO & Co. and Discovery

RHETRO & Co. is leading the design for Discovery’s Hainan Island Resort. Close to the beaches and resorts of Sanya, this integrated resort will celebrate the area’s rainforest and wildlife, as well as the cultures of the local Li people.

This project will be Discovery’s first integrated resort in the world. It will feature a nature-themed amusement park and adventure style water park, as well as a retail, dining and entertainment district with nighttime shows. Nature-themed features include lagoons, river expeditions, a constellation theatre, a nature theatre and more.

Constellation Theatre Rhetro & Co


Farbound provides real-life gamified adventures, taking scenes from TV, film and video games and combining them with thematic sets, mixed reality media, 4D physical sets and ride and show systems to create an immersive and interactive experience for guests.

The platform is adaptable, scalable and budget-conscious, with low barriers to entry. This story-telling format can be customised for different IPs and stories and encourages repeat visits. This December, the Farbound-powered Phantom Bridge will open on Princess Cruises’ latest ship, Sky Princess, as Discovery at Sea’s latest interactive attraction.

Phantom Bridge challenges guests of all ages and abilities to solve puzzles in an immersive challenge with over 700 different outcomes, as the ship’s bridge-themed room transforms and responds to guest actions. The virtual reality elements are done through media and windows, rather than goggles, and players travel to different time periods while solving mental, physical and skill-based challenges.

Expedition Terra Rhetro & Co.

In addition to this, Farbound is also developing Expedition Terra: Wildlife Warriors for Discovery, linked to the return of the Discovery Channel series Wildlife Warriors. This will allow guests to learn more about the environment of various locations as they journey through a series of biomes.

RHETRO & Co. provides entertainment design and brand strategy for theme parks, museums, retail, food & beverage, hospitality and other location-based experiences.

Share this
charlotte coates

Charlotte Coates

Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.

More from this author

More from this author

Related content

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update