Global experience design and production agency, Thinkwell Group, has partnered the National Football League (NFL) and Cirque du Soleil to provide a range of services for the new NFL Experience.

Featuring augmented reality, the high-tech attraction in Times Square turns fans into players as they ‘live’ the world of American football.

Thinkwell Group’s expertise on the project included technical, lighting & audio design, in-field art direction, and installation and construction oversight.

The company was seen as a natural fit thanks to its extensive experience creating attractions and experiential exhibits themed on iconic franchises such as Harry Potter and The Hunger Games.

“Cirque du Soleil approached us with a unique challenge,” commented François Bergeron, Chief Operating Officer at Thinkwell. “How could we turn this space into an interactive NFL exhibit—better yet, into an engaging fan experience?

“We realised we could use the same technology and design principles that help us design and produce museums and theme parks to turn the NFL itself into an attraction. And, eight engaging experiences backed by augmented reality and other cutting-edge, interactive technologies were born.”

NFL fans are transported to the heart of the game

Thinkwell’s innovative design uses high technology and interactive elements to take visitors on a complete journey through the football experience—from fan to player to ‘on the field’ at the Super Bowl.

“It’s not enough to watch NFL games on TV anymore—new technology like augmented reality is making it possible for consumers to actually become a part of their favourite events,” observes Chris Durmick, Principal, Attractions & Museums at Thinkwell and Creative Director for the NFL Experience.

“Our cutting-edge technology doesn’t just give consumers a front-row seat at their favourite team’s game—it puts them right into the heart of the game itself.”

Founded in 2001, Thinkwell Group specialises in the creation and master planning of theme parks, destination resorts, major branded and intellectual property attractions, events & spectaculars, museums & exhibits, expos, and live shows around the world.

The award-winning company has grown into a leader in experiential design by bringing what it desribes as ‘a unique holistic approach’ to every project.