THG, a creative agency specialising in developing attractions for theme parks, museums and brands, has unveiled the redesigned Fiesta Village at Knott’s Berry Farm.
Serving as the lead creative team on the Fiesta Village project, which reopened on 26 May, THG worked in collaboration with Cedar Fair‘s experience design studio and the team at Knott’s Berry Farm.
THG oversaw every stage of the development and all of its elements. The company provided concept design and art, as well as the designs for shows, rides and attractions, retail and F&B.
Additionally, it supplied graphic design, including ride vehicle graphics and colour studies, and produced immersive POV footage and fly-through videos to showcase the experience.
“We are thrilled to be a part of the incredible transformation of the beloved Fiesta Village at Knott’s Berry Farm,” said Erik Neergaard, chief creative officer at THG. “To be able to refresh and enhance the storytelling of this iconic part of the park is truly special.”
“At THG, we pride ourselves on forming close partnerships with our clients, working hand-in-hand to bring their visions to life and transform dreams into reality. Our work with Knott’s Berry Farm is a testament to our shared passion for creating unforgettable moments,” he added.
Updates rides, retail and F&B
The updated land is inspired by Los Angeles’ Olvera Street and is home to a refreshed marketplace and stage area. Fiesta Village’s seven rides have also been updated.
Part of Fiesta Village is its signature attraction, Montezooma: The Forbidden Fortress. The new coaster will open at a later date.
“Having grown up immersed in the vibrant culture of Mexico, and having lived across the Southwest, I drew inspiration from personal experiences while working with Knott’s Berry Farm on Fiesta Village,” said Willliam Alton Ortega, senior director of design at THG.
“It was important to me to maintain this authenticity through design and decor,” he added. “By working with Mexican artists, we are able to capture the true spirit and essence to create an immersive experience for our visitors.”
THG has worked for clients including Universal Creative, Walt Disney Imagineering, DreamWorks, Sony, Paramount and Nickelodeon.
Images: THG / Cedar Fair
