SITUATION

The challenge was to redevelop an immersive attraction in Las Vegas, Nevada, that provides visitors with an inside look at the rise and fall of the Mob. The goal was to create an experience that not only entertains but also educates and fosters empathy towards famous gangsters as real people beyond their lives of crime.

SOLUTION

Our team designed the attraction from the ground up, encompassing story, setpieces, scene design, and visitor journey. We employed the latest video, audio, RFID, and personalization technology to craft a unique experience for each visitor. Using real-life Mob artifacts and memorabilia, we developed a narrative that places visitors in the shoes of a mobster.

The journey begins at the Port of New York at Ellis Island, where visitors are assigned a gangster name. From there, they travel through the rise of the Mob, the big city era, and the founding of Las Vegas. The Gangster Galleries feature displays focusing on gangsters like Bugsy Siegel, Meyer Lansky, and Sam Giancana, with artifacts donated by their families. The journey concludes with the downfall of the Mob, where visitors learn their fate based on the decisions they made throughout the experience.

TRANSFORMATION

The immersive attraction effectively transforms the visitor’s understanding of the Mob’s history. By combining real artifacts with advanced technology and a compelling narrative, the experience educates and entertains, making the historical journey personal and impactful.

Our concept work alone enabled the client to secure an initial $25 million in funding for the attraction, demonstrating the project’s strong potential and appeal.