MYSTERY SHOPPER
Visitors can sit next to Steven Spielberg in Making Movies and meet
the legends in Spirit of Hollywood, including Ingrid Bergman
architecture. But the architects have cre- Storm Troopers to
ated an inviting pedestrian-friendly building Captain Jack Sparrow
for Hollywood’s newest attraction. to Sponge Bob. The
austere design of
THE OFFER the Tussaud’s façade
An audio track promotes the experience focuses attention on
as, “The world’s most exciting and immer- the bold and simple
sive celebrity experience.” The promise of exterior graphics. A
this claim is delivered through 18 themed large-scale exterior
zones spread over three fl oors. Staff mem- LED screen activates
bers are positioned throughout to engage the plaza with motion
guests and photograph them posing with and colour. Marilyn
many of the more iconic fi gures. Monroe, mounted on a
What they chose not to show seems rolling platform, can be
just as important as what they do show. moved into the plaza
The focus is pure celebrity – pop icons, to lure potential guests with a preview and
actors, fi lmmakers and sports super- window shoppers with a free photo oppor-
stars. You’ll fi nd one politician, President tunity. Two glazed showcase galleries
Barack Obama, but you won’t fi nd any protrude from the second and third stories
historical fi gures or Tussaud’s classics like of the façade and draw the eye upward.
the Chamber of Horrors. The phrase wax These galleries feature limited engage-
museum is de-emphasised in favour of ment specialty fi gures, currently the Jonas
messages that reinforce interactivity, emo- Brothers and Ironman.
tion and open access to the fi gures.
DESIGN AND LAYOUT
ACCESS AND SIGNAGE In typical Tussaud’s fashion, the produc-
Hollywood Boulevard is a cacophony tion value of the fi gures and environments
of advertising signage, tour promot- is very high quality, utilising stylised
ers, celebrity look-alikes and costumed environmental graphics, theatrical light-
street performers ranging from Imperial ing, projected media, set pieces, props,
AM 1 2010
©
cybertrek 2010 Read Attractions Management online
attractionsmanagement.com/digital 23
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