Madame Tussauds
Elevating Iconic Experiences Beyond the Wax

I led the creative direction to elevate Madame Tussauds beyond traditional exhibits, transforming it into an immersive, next-level experience. The goal was to move beyond static displays and create dynamic, interactive environments that allowed guests to connect with the figures—and the brand—on a deeper, more personal level.

By integrating experiential elements that blended physical interaction, media, and immersive storytelling, we redefined how guests engaged with the exhibits. Each space was designed to spark surprise, curiosity, and shareable moments, making the experience as memorable as the figures themselves.

This approach not only enhanced the overall guest journey but positioned Madame Tussauds as an innovator in experiential entertainment.