Entertainment
We place storytelling at the forefront of world-class design to craft meaningful experiences. Our team creates destinations that inspire connection, spark emotion, and invite people in.
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The tools used to create entertainment experiences — theatrical design, emotional placemaking — can help marry the promise of a place with its reality and give people a reason to explore, engage, and spend time in these developments.
—Ann Morrow Johnson, Entertainment leader
16 Items
AREA15 Entertainment District
Las Vegas, Nevada
Gensler collaborated with AREA15 to plan and design their expanded 80-acre immersive ecosystem. The ongoing evolution redefines what an entertainment district can be through story-driven placemaking, bold programming, and outdoor activations.
Fifth + Broadway
Nashville, Tennessee
Fifth + Broadway reenergizes downtown Nashville with a dynamic, live-work mixed-use district that features retail, restaurants, Class A office space, and more.
Jon Batiste’s Jazz Club
at Baha Mar
Nassau, Bahamas
Baha Mar, a premier Bahamas resort and casino, partnered with Gensler and Jon Batiste to transform a jazz bar into a luxury jazz venue and hospitality destination.
James Turrell’s “Ganzfeld” AKHOB Exhibit
Las Vegas, Nevada
James Turrell’s AKHOB exhibit (Egyptian for “pure water”) is the only permanent Ganzfeld art installation of its kind in the United States. Unveiled at...
House of Blues Dallas
Dallas, Texas
Located in the Victory Park development — a 90-acre master planned urban town center in the heart of Dallas — the House of Blues draws music aficionados...
“GameXPloration” at Saint Louis Science Center
St. Louis, Missouri
The St. Louis Science Center’s “GameXPloration” harnesses the idea of gamification and turns the visitor experience into a real-life game that delights.
The Ra Ra Room at the Phoenix Suns and Mercury Arena
Phoenix, Arizona
The Ra Ra Room exemplifies how bold design and fast-paced execution can produce transformative guest experiences.
Pavillon Notre-Dame
Paris, France
Gensler’s design for the Pavillon Notre-Dame — which would be located in the cathedral’s iconic Parvis Square — intends to offer a beacon of hope to Parisians and international visitors while the 850-year-old cathedral is being restored.
Walt Disney World Swan Reserve
Orlando, Florida
Nestled within the grounds of the Walt Disney World Swan and Dolphin Resorts, the Swan Reserve is a 349-key boutique hotel that offers the refined luxury expected of the Marriott Autograph Collection.
The Egyptian Theatre
Hollywood, California
Gensler collaborated with Netflix to redesign the architectural interiors, signage and wayfinding, and narrative storytelling exhibit of The Egyptian Theatre.
AKC Museum of the Dog:
Experience Design
New York, New York
The New York-based museum represents the organization’s passion for man’s best friend and its larger identity as an educational and research institution.
American Dream
East Rutherford, New Jersey
Gensler leveraged expertise in hospitality and retail design to realize a vision to create the third-largest mixed-use development in North America.
Jackie Robinson Museum
New York, New York
The Jackie Robinson Museum presents the life of the first African American inducted into the Baseball Hall of Fame in a dynamic setting, designed by Gensler.
The View at The Palm
Dubai, United Arab Emirates
Gensler worked with Nakheel Properties to design a viewing deck overlooking Palm Jumeirah as well as an interactive museum to create a memorable visitor journey
Atari Hotels
Las Vegas, Nevada
Atari Hotels partnered with Gensler to bring its iconic gaming brand to life with an experience-driven hospitality, esports, and entertainment destination.
Traffic Museum
San José, Costa Rica
For its second year anniversary, Costa Rica’s leading fashion magazine, Traffic, wanted to celebrate in a unique and memorable way. The magazine approached...
Designing Experience Through Narrative
Memorable experiences authentically cultivate community and emotional impact. We partner with clients to imagine, design, and deliver environments where every detail tells a story, and every moment becomes a memory worth sharing.
ENVISION
We collaborate as creative and strategic partners to chart each unique path toward an immersive destination. Our process blends strategic insight with environmental storytelling to bring ideas into focus, building worlds that invite participation and create lasting impressions.
- Narrative Development & Worldbuilding
- Creative Direction
- Experience Strategy
- Strategic Consulting
DESIGN
We design destinations, connecting people through a defined sense of place. Our narrative-driven approach integrates architecture, interiors, interaction, and multi-sensory design into cohesive, memorable experiences.
- Concept Design
- Interior & Architectural Design
- Program Development
- Production Design & Show Writing
- Technology Integrations & Brand Experience
CREATE
From concept to opening, and beyond, we are architects of stories in the physical world. Our team oversees every detail, ensuring designs are delivered with authenticity, operational excellence, and measurable business results.
- Construction & Creative Oversight
- Rollout Strategy
- Operationalization Plans
- Ongoing Programming & Content Support
INSIGHTS
Research
Evolving Immersive: The 2025 Immersive Entertainment & Culture Industry Report
Explore the most comprehensive evaluation of the state of Immersive Experience available today, published in partnership by Gensler and the Immersive Experience Institute.
Blog
What Do Consumers Want? Gensler’s U.S. Consumer Experience Report Uncovers Key Insights
Gensler’s latest consumer research delves into how design can impact human experiences for the better.
Research
U.S. Consumer Experience Report 2024
We integrated the perspectives of over 2,000 U.S.-based consumers with the latest thinking from our Design Leaders to gain fresh insights on what makes a great consumer experience worth it.
Blog
Trends to Watch: The Future of Entertainment in the Built Environment
Gensler’s Entertainment leaders discuss the opportunities shaping the future of entertainment, from immersive experiences to entertainment districts.
Blog
Designing for the Future of Theater and Immersive Entertainment
Our Media and Entertainment leaders discuss what’s next for immersive theater and performing arts venues.
Blog
Realizing Virsona’s Vision for Interactive, Community-Driven Gaming Spaces
Gensler and social gaming startup Virsona discuss the opportunity to create in-person communal spaces for one of the country’s most popular pastimes: video games.
Blog
How Immersive Food and Beverage Experiences Are Redefining Hospitality
Food and beverage spaces have unique potential as experiential destinations that authentically convene community in a way that is familiar, universal, and transformative.
Blog
Using Narrative Design and Local Context to Create Authentic and Memorable Hospitality Experiences
Gensler's global leaders for Hospitality and Experience Design discuss the intersection of these two industries and their process for creating memorable destinations.
Blog
The Power of Trust in Experiential Design
Humans have a deep biological need for safety, and when we design for this need, it lets us also design for an experience of emotion that leads to meaningful human connection.
Blog
The 5 Attributes That Define an Immersive Experience
When successful, immersive experiences give people a chance to connect deeply with the present moment and with others around them.
Blog
Designing with Intention: Creating Emotional Connections Through Immersive Experiences
In this Q&A, Gensler’s global leaders of Digital Experience Design and Entertainment unpack the concept of experiential architecture and what makes an immersive experience.
Research
Designing for Place and Purpose in the Metaverse
We investigated the nature of the metaverse and how designers can employ it to create differentiated immersive experiences that delight users and solve challenges.
Blog
Using Experience Strategy to Design What People Truly Want
By vividly depicting potential users early in the design process, the resulting room, building, or campus is more likely to meet their needs.
Blog
What Makes a Great Retail Experience? Community, Connection, and Exhibition
Astute retail and hospitality brands recognize that in-person connection is a vital part of their offerings. But what does that visceral experience actually look like?
Podcast
From Stores to Stories: Immersive Experience and the Future of Retail
Gensler’s Bob Weis, Rob Bischoff, and Lara Marrero, unpack what truly makes an experience immersive and the role designers play in shaping the landscape.
Trends in Entertainment
Fans fuel destination economies.
Fan-driven identity and participatory storytelling reshape sports and entertainment districts and boost city economies. Because fans are highly emotionally engaged, destinations built around the fan experience become vibrant communities that attract repeat visitation and drive loyalty, making fandom a strategic foundation for future entertainment environments.
Real-world stories turn everyday places into destinations.
As audiences crave emotional engagement, physical spaces blend storytelling, interactivity, and commerce into lasting cultural touchpoints. Using traditional filmmaking tools, story-rich designed spaces highlight focal points of the engaging, emotionally resonant characteristics of everyday places.
Immersive resorts become story-driven destinations.
Hospitality embraces themed entertainment-driven experiences as travelers seek destinations that offer novel, ultraluxury experiences. From IP-driven destinations to immersive wellness retreats, these resorts offer emotional engagement and escapism, turning the stay itself into the main attraction.
ENTERTAINMENT LEADERSHIP
Lexi Barry
Global Entertainment Leader, Principal
Lexi Barry is a Strategy Director and Global Entertainment Leader, based in Gensler’s Los Angeles office.
Ann Morrow Johnson
Global Entertainment Leader, Design Director
Ann Morrow Johnson, AIA, is a Design Director and Global Entertainment Leader for Gensler’s Entertainment and Experience Design practice.
Greg Ashton
Design Director
Greg Ashton is a Design Director at Gensler Los Angeles who has been developing immersive entertainment and hospitality experiences for nearly three decades.
NEWS
In The Media
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The Creative Factor
Gensler Entertainment Leader Ann Morrow Johnson on Her Leadership Style and the Rising Demand for Compelling Experiences
Johnson discussed the rising demand for compelling experiences, but noted the need for better business models to bring them to life and make them sustainable.
October 06, 2025
In The Media
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Sky News
Sky News Spotlights How Immersive Experiences Are Having a ‘‘Gold Rush Moment’’
The Gensler Research Institute’s 2025 Immersive Entertainment & Culture Industry Report identifies areas where immersive business models are thriving and explores opportunities to meet demand.
June 21, 2025
In The Media
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The Immersive Experience Institute
Gensler Entertainment Leader Ann Morrow Johnson Joins The Immersive Experience Institute Board
The Institute announced that Ann Morrow Johnson has joined its Board of Directors, noting her decades of innovation across the theatre, cultural, institutional, and entertainment sectors.
December 04, 2024
In The Media
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Blooloop
Gensler Entertainment Leader Ann Morrow Johnson Recognized as a Power 10 on Blooloop’s 2024 List of 50 Immersive Influencers
The Blooloop 50 celebrates individuals whose leadership, innovation, and creativity are driving immersive experiences forward.
November 07, 2024
In The Media
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Business Insider
Business Insider Profiled Gensler Entertainment Leader Ann Morrow Johnson
Ann Morrow Johnson shared three tips for landing a creative dream job and discussed her career journey, experience working for Disney Imagineering, and current focus at Gensler.
October 05, 2024
In The Media
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Bisnow Chicago
Entertainment Leader Bob Weis’s NeoCon 2024 Opening Keynote Highlights the Importance of “Injecting Magic into CRE”
Weis shared the importance of “injecting magic into CRE” by creating experiences that center visitors and occupants in order to foster a sense of belonging and emotional connection to spaces and places.
June 10, 2024
In The Media
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Blooloop
Former Walt Disney Imagineer Ann Morrow Johnson Joins Gensler
Ann Morrow Johnson, former Global Head of Creative Development at Walt Disney Imagineering, has joined Gensler to lead its Entertainment and Experience Design practice.
June 10, 2024
In The Media
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NeoConversations
NeoCon Featured a Podcast With Entertainment Leader Bob Weis on The Power of Storytelling
Weis discussed the importance of designers injecting storytelling into the creative process in order to make our buildings, communities, and cities come to life.
June 07, 2024
Press Release
Ann Morrow Johnson, AIA Joins Gensler
Former Global Head of Creative Development at Walt Disney Imagineering to lead Entertainment practice.
June 06, 2024
In The Media
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Blooloop
Entertainment Leader Bob Weis Shares Why Themed Experiences Are Taking on “New Relevance” Across Sectors
Blooloop interviewed Bob Weis about his career at Disney and the opportunity to bring engaging, storytelling experiences across a variety of industries at Gensler.
July 20, 2023
In The Media
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Building Design+Construction
Bob Weis and Andy Cohen Discuss the Power of Storytelling to Connect People to Places
In a video Q+A, Entertainment Leader Bob Weis and co-CEO Andy Cohen describe how Gensler will focus on storytelling to connect people to places.
June 06, 2023
In The Media
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Insider Retail
How Jidu’s Experience Center Is Disrupting the Auto Industry
Electric vehicle maker Jidu’s new experience center, designed in collaboration with Gensler, merges product experience, digital experience, brand display, an art space, and other functions.
May 16, 2023
In The Media
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Frame
Jidu Experience Center is a Hybrid Physical-Digital Brand Building Experience
The collaboration between Jidu and Gensler offers a next generation brand experience center for the intelligent car 3.0 era that unites people, art, and technology.
May 09, 2023
In The Media
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VenuesNow
The New York Mets Are Reshaping Citi Field and Enhancing the Fan Experience With a Design by Gensler
The upgrade will provide a greater variety of seating options and include memorable, hospitality-driven spaces infused with the spirit of New York City.
April 02, 2023
In The Media
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Premier Construction
The Gensler-Designed NBA Store Berlin Creates a 360 Product and Brand Experience
The NBA’s first retail store in Germany features a full-size basketball court marked out on the shopfloor, a customization lab, bespoke fixtures, and digital installations.
February 25, 2023
In The Media
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Architectural Record
Bob Weis Discusses His New Role Leading Entertainment at Gensler and Alternative Career Paths for Architects
Bob Weis reflects on the value of storytelling in architecture and shares his own career journey.
February 24, 2023