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Themed Design: Cross-Disciplinary Design Company Rhetroactive Launches


With the launch of the new Los Angeles based company, Rhetroactive, Creative Directors Steve Trowbridge (far left) and Tim steve trowbridge and tim rheault rhetroactive themed design entertainmentRheault (near left) plan to bring their fresh and innovative design skills to projects in the hospitality, retail, themed entertainment and cultural sectors. The design firm has gone live with its new website.

Building upon a decade of experience in the themed entertainment and theme park sectors (both  Trowbridge and Rheault  had directorship roles at leading themed entertainment  company The Goddard Group) the pair’s  expertise  in  brand and IP design,   architecture, themed design, interior design and master planning will create a unique firm focussed on the production of highly compelling and immersive visitor experiences.

“We have worked  on projects of every conceivable shape, size, and type in destinations around the world—from the Georgia Aquarium in Atlanta to the recently opened Galaxy Macau resort on the Cotai Strip, ” explains Rheault. “With RHETROACTIVE, our goal is to bring the dRhetroactive themed design entertainment hershey stores usaesign approach we’ve perfected for over 10 years in the leisure and themed entertainment industry to the more mainstream design world, with a specific focus on hospitality, retail, and cultural attractions.”

Initiated 8 years ago as an in-house boutique design lab within Goddard Group, Rhetroactive will focus on the visitor experience, producing immersive and engaging  experiences that are “repeatable”.  With a dedicated team  of some of the industry’s most talented creatives, (including former Universal Creatives  and Disney Imagineers) Rhetroactive  is now available to work with clients through all stages of a project—right from initial brand and concept  development through to installation and deployment.  The firm’s capabilities include: themed design, Architectural Design, Interior Environments, Brand Strategy,   Master Planning and Themed Entertainment Design.

“We found it interesting, that as an attractions company we were being asked to do more and more brand, hospitality, retail, and cultural/community projects by companies who appreciated our unique approach, ” Trowbridge says. “This inspired us to create a company with that very focus, yet still founded in our themed design philosophy and experience.”

For more information, please visit,, or follow the company on Twitter at

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