Madame Tussauds

Challenge
Madame Tussauds New York, famous for its wax figure walkthrough experiences, dreamed of creating its first interactive, real-life encounter. In partnership with Andrew Lloyd Webber’s company, Really Useful Group, Madame Tussauds envisioned a live-action, theatrical experience that would turn visitors into Broadway stars. But how do you make real actors work alongside wax figures, in a space designed for guests on foot? Their team looked to ours to figure it out.

Strategy
No one expects to interact with live people at Madame Tussauds, so we set out to make the actors feel like a natural part of the attraction. We defined their roles as characters from Andrew Lloyd Webber’s shows, welcoming groups of guests “backstage” as if they were in a real Broadway theater. To make it a truly special experience, the actors give each visitor one-on-one attention⁠—posing for pictures together, letting them try on costumes or even having them pull levers or push buttons that make the space come alive. At the same time, the actors also interact with the wax figure⁠s—talking to them, posing for photos with them and even pretending to be wax, too. It all comes together to create an immersive, unforgettable experience where real people and wax figures live right alongside one another.

Results
Madame Tussauds Presents Broadway has been a hit with tourists and Andrew Lloyd Webber fans alike. By incorporating live actors into what was historically a passive attraction, we surprised visitors with something unexpected and engaging. As a result, the brand is shedding its “wax museum” image and is on its way to becoming an even more exciting, interactive destination.