Hetzel Design: blending architecture and entertainment

For over two decades, Hetzel Design has been operating at the intersection of architecture, location-based entertainment (LBE), and compelling narrative design.

As a husband-and-wife team, Vera and Branislav Hetzel have cultivated a global portfolio spanning everything from record-breaking aquariums and major theme park zones to sophisticated urban planning and cultural attractions.

Their approach is rooted in rigorous architectural discipline but fuelled by a cinematic, storytelling ethos. This has positioned them as key players in developing the next generation of immersive destinations worldwide.

We speak to the pair to explore the journey of Hetzel Design so far, their unique philosophy of space creation, the landmark projects that define their success, and their insightful perspective on the rapidly evolving future of the experience industry.

A shared vision

The story of Hetzel Design is one of organic growth, born from necessity and thriving through shared vision. The company began "quite unintentionally" 22 years ago, explains Vera, when Branislav left the company he was working for at the time.

“Brani started working freelance and very quickly became very busy,” she adds. Soon thereafter, Vera joined him. Initially, the firm mainly focused on themed entertainment design, but given that both founders are architects, they also undertook straightforward commercial architecture projects.

The co-founders share deep academic and cultural roots. “We are both originally from Belgrade, Serbia, and we went through architectural school together,” Vera says, emphasising their "common background, similar design philosophy and aesthetic views" resulting from that shared formative experience.

Hard Rock Resort, Florida

Both of them earned master’s degrees at UCLA, where they were mentored by some of the most influential architects of the time, including Thom Mayne of Morphosis and Daniel Libeskind.

While deeply grounded in architecture, working with museums, resorts, and urban planning, Branislav brought a fervent passion for the visual arts and entertainment. He is also an accomplished sketch artist whose graphic novels were published in Europe and Japan during his twenties.

During his studies at UCLA, he freelanced as a production designer and storyboard artist for various studios, eventually connecting with Landmark Entertainment and getting involved in location-based entertainment.

A multidisciplinary practice

The firm’s location in Los Angeles played a critical role in their hybrid identity. Branislav says that LA "is a city where architecture and entertainment overlap, and one can comfortably dwell and thrive in both worlds provided they’ve got the skillset".

Over the years, the company has blossomed into a sophisticated multidisciplinary practice. The team has grown organically to include more than fifty people, showcasing a diversity that mirrors their project scope, including urban planners, designers, architects, creative writers, programmers and visual artists.

Air and Space Museum, Beijing

As a highly successful partnership spanning over two decades, Vera and Branislav have mastered the art of managing a growing firm.

Vera explains their division of labour: "Running a design studio is a lot of work, so we divide and conquer. I am more involved with company organisation, management and financial aspects of the business, while Branislav is more involved in creative leadership and day-to-day project work.”

Hetzel Design’s philosophy

Hetzel Design’s fundamental philosophy is centred on cinematic storytelling, applying the principles of Hollywood production to built environments. When approaching any new design challenge, their methodology is clear: "We start every project with a storyline," says Branislav.

“We put on a movie director hat when we design space and look at things first and foremost from the guest perspective and guest experience.”

This dual focus means that they are crafting both the micro and macro experience. "We start with a bubble diagram masterplan and storyboards simultaneously," he adds, saying that this approach, picked up while working in themed entertainment in Hollywood, is "applicable to any project type.”

Ferari Hotel, Riyadh

This cinematic approach elevates architecture beyond just a structure. “Even a modest urban environment deserves identity; spatial drama; ability to evoke emotional response in its inhabitants and guests,” Branislav says. His own architectural point of view was defined by film as much as by canonical architectural works.

“Our approach to architecture is cinematic in its nature. We draw inspiration from the movies as much as from the real world,” he says.

“The first ten minutes of Ridley Scott's original Alien movie defined my architectural point of view as much as the works of some of the most revered architects." While the interior of the Nostromo spaceship was "spectacularly designed by Syd Mead," he notes that "what really makes it is a masterfully choreographed journey by Ridley Scott."

While it’s not possible to direct an environment precisely like a movie, there is a comprehensive "space-making tool set" available to designers. These tools include "vistas; axes; gateways; view-sheds; plazas, streets, nooks and crannies."

Furthermore, an "environmental tool set" consisting of "lighting, colour, texture, sound" can be employed to "help evoke an emotion and tell a story,” says Branislav.

Local context and an intrinsic style

Hetzel Design’s process involves sensitivity to local context, culture, and the natural environment. Interestingly, their recognisable aesthetic owes much to cultural immersion early in their career.

“We designed and built a lot in China in the beginning of our career, and a lot of that work was urban and contemporary,” says Branislav. Working within the local context, “Chinese principles of feng shui were always present and got our designs away from sharp edges and towards organic.”

This organic look, developed in conjunction with the zeitgeist of the time, "became the signature of Hetzel Design we are most recognised for. Not many people know that this aesthetic we developed owes a lot to the principles of feng shui and the local context we were working within."

Vidanta World, Mexico

However, the firm has proven its versatility by adapting this core DNA to diverse environments. Their work for Vidanta in Mexico, for instance, saw them embrace "simplicity, archetypical structural systems, and natural materials—like wood and thatch.”

Crucially, even while embracing these local elements, they still retained the DNA of their signature organic form, aesthetic and design approach. Branislav adds that a designer doesn't need to "worry too much about retaining the style," as he believes "it comes from within, it is built into the fundamental design decision-making process we use and is evident in everything we do."

Award-winning projects

The firm’s extensive portfolio reflects the successful blending of architecture, entertainment, hospitality, retail, and culture.

Hetzel Design’s aquatic expertise began in 2002 with the Georgia Aquarium, where they were engaged as entertainment consultants. Branislav describes this as a profound learning experience, working alongside a team of marine biologists, aquarium designers and engineers of all trades. Opened in 2005, the Georgia Aquarium is still one of the largest and most biodiverse aquariums in the US.

This foundational experience opened the door to collaboration with Chimelong. Hetzel Design was initially hired for the blue-sky concept phase of the award-winning Chimelong Spaceship and executed the first concept design.

Chimelong Spaceship

They were then retained through schematic design to focus specifically on the building exterior design and core and shell architecture.

The scale of the resulting facility is immense: "It is certainly the largest and one of the most complex buildings we’ve designed so far," Branislav says. The final building, he adds, "looks very much like the schematic drawing we provided," acknowledging that Chimelong has "done a tremendous job with this enormous facility.”

Strong partnerships

Hetzel Design maintains strong relationships with major IP holders, including Paramount Studios.

Their work with Paramount is evident in Turkey’s Land of Legends, where they provided comprehensive design services, including master planning, architectural, interior, and show-set design for the recently opened Nickelodeon-themed zone and Nickelodeon hotel.

Land of Legends

Furthermore, Hetzel Design contributed to the creation of the latest Top Gun attraction, recently announced and slated for a rollout in Las Vegas.

More recently, the firm has formed a connection with a leading European operator: "We forged a strong and personal relationship and friendship with Europa-Park and Mack One," Branislav says.

This collaboration is proving insightful, as they are "thoroughly enjoying this creative collaboration" and are "quickly learning the European way of project development, which is more organic and quite different from the typical Hollywood studio approach."

Hetzel Design in the Middle East

In recent years, like many industry colleagues, Hetzel Design has dedicated significant effort to the Middle East, particularly the Kingdom of Saudi Arabia (KSA). They have been involved in some of the most exciting projects in KSA, working with major developers including NEOM, the Red Sea Company, Qiddiya, and Sela.

These regional developments present challenges that test the limits of design and engineering. Branislav highlights the scale: "The challenges these projects present are immense—the sheer size is always massive—think about the Line, for instance."

Cirque Aseer Park

Beyond size, he says: “The creative expectations are great and architectural, technological, and environmental challenges are vast."

For Hetzel Design, this environment is ideally suited to their composite team structure:

“Our diverse creative team is well equipped to create immersive urban environments which require a combination of storytelling, urban planning, architecture, production design, and spectacle."

He concludes that this is "the world where we feel the most comfortable, imagining places where there are no clear boundaries between architecture and theatre.”

In addition to these monumental projects, Vera notes other achievements they are proud of, including the Hard Rock Guitar Tower in Miami, the Air and Space Museum in Beijing, and the Burton Way mixed-use project in Los Angeles.

Evolving to meet guest expectations

Looking ahead, Hetzel Design acknowledges the rapid evolution of technology and guest expectations, seeing these factors as powerful engines for change in destination design.

Branislav says technology holds the key to greater accessibility: "I believe that technological advancement will democratize experience design, make it more affordable and more readily available.” He draws a parallel to mobile technology, noting that cell phones gave the world "instant access to an enormous amount of data and entertainment."

He forecasts something similar happening in LBE: “I can see a shift where experience design will not be confined to theme parks and large entertainment destinations, but more dispersed.”

Doha Oasis

This dispersal opens up exciting new opportunities for immersive experiences in unexpected locations. Branislav suggests there may be chances for "experiential design and immersive experiences within modest fast-food restaurants or remote cultural centres, or children's hospitals, for instance.”

For Hetzel Design, this is a continuation of their long-held goal:

"We were always trying to break away from traditional norms of what project types deserve experience design."

The availability of new technology finally makes this ambition realisable. Branislav says that the industry now has the potential to make this shift happen, "if we are smart about how to implement opportunities brought by advanced AI for personalised experiences, improved VR/AR capabilities, AV advancements and seamless connectivity."

Inspiring future generations

After 22 years of continuous success, the driving force behind Hetzel Design remains profoundly personal. While the catalogue of influential projects is extensive, Vera says that their deepest pride lies in their shared journey:

“We are proud of the thriving partnership between the two of us, and the great Hetzel Design team that we built over the years—it is really one big creative family, and that may be the greatest achievement on this incredible path.”

The founders are also happy that their children "love what we do and may follow in our footsteps."

Studio City, Macau

Their eldest son is currently studying entertainment design at the Art Center in Pasadena. Their younger son has enrolled in the Architecture program at Bartlett in London, and their daughter is also showing an interest in the industry. Vera adds that "seeing young people’s passion for art and design is what keeps us going."

Hetzel Design, built on a foundation of cinematic imagination and architectural rigour, appears poised for many more decades of story-driven design.

Branislav and Vera Hetzel will attend IAAPA Expo 2025 in Orlando, Florida, this November. Meetings during the show can be booked via email.