Steve Trowbridge and Tim Rheault, formerly of the Goddard Group, have launched a new Los Angeles-based firm called Rhetroactive. “Our goal is to bring the design approach we’ve perfected for over 10 years in the leisure and themed entertainment industry to the more mainstream design world, with a specific focus on hospitality, retail, and cultural attractions.”
The firm, whose team includes former Disney Imagineers and Universal Creatives, will offer architecture, interior design, master planning, and brand development services. Rhetroactive aims to create design concepts anchored from the guest’s point of view to encourage repeat visits.
