Co-Founder & CEO at Rhetroactive
For over 15 years, Steve Trowbridge has been consulting on groundbreaking projects that seek to blur the line between entertainment and architecture. His firm, RHETROACTIVE, creates compelling brand stories for the built environment. While these projects span across sectors ranging from theme parks to hospitality and retail, the connecting tissue is a commitment to engage guests in new innovative ways that tell a story, create a memory and deliver commercial success. Major brands and IP-holders have sought out RHETROACTIVE’s specialized expertise to bring fresh ideas to more mainstream projects. Starbucks, Oakley, Universal Studios, BBC Worldwide, Merlin Entertainments, Twentieth Century Fox, Parques Reunidos Group and Melco Crown Entertainment have engaged Steve and his team to get a unique new perspective on design and customer engagement in an era where creating meaningful out-of-home connections are increasingly rare. In addition to a slate of diverse projects around the world, RHETROACTIVE currently serves as worldwide agency-of-record for location-based experiences for Discovery Communications.