With this launch, the company establishes a presence in the heart of the themed entertainment industry, bringing it closer to its existing clients and enabling more real-time engagement and hands-on involvement.<\/p>\n
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\u201cThis move reflects Cuningham\u2019s commitment to growing our storytelling and design capabilities,\u201d says Herrington. \u201cBecause Orlando is a hub for innovation, talent, and idea exchange, being part of that ecosystem helps us stay at the forefront of where the industry is heading.<\/p>\n
\u201cUltimately, our Orlando office strengthens our ability to collaborate, innovate, and deliver world-class experiences \u2013 not just as local participants, but as active contributors to the creative energy that defines this industry.\u201d<\/p>\n
\u201cOpening an Orlando office is really just a natural continuation of our broader, ongoing vision,\u201d adds Hyde.<\/p>\n
\u201cThis vision began decades ago with establishing close proximity to a hub of creative companies such as Walt Disney Imagineering, Universal and Warner Brothers in the Los Angeles area. <\/p>\n
“Proximity to these influences made Cuningham stronger and more creative in the entertainment arena and allowed us to further envision themed entertainment projects within the US, Asia, the Middle East and Eastern Europe.\u201d<\/p>\n
Collaboration as a creative tool<\/p>\n
The company believes that collaboration is not just a value but a creative tool, and the new office exemplifies this focus, helping the team to work closely with its clients at every step to translate their creative vision into built results. <\/p>\n
\u201cWe\u2019re bringing everyone along on the journey from the beginning, which means everybody feels connected to the project story and the outcome,\u201d says Herrington.<\/p>\n
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\u201cThis includes the owners. That way, there are no surprises. We really try to bring them along throughout the process, especially when we\u2019re working with clients who like to have a high level of control over their property, as is the case in themed entertainment<\/a> projects.<\/p>\n \u201cDoes that make things more complicated? Absolutely. Sometimes, they might not fully understand a particular design choice that carries a hidden purpose or is intended to create an emotional impact. So we\u2019ll engage in more conversations and take the time to align on the details. <\/p>\n “That collaboration always leads to a stronger, more thoughtful outcome.<\/p>\n \u201cIn the end, it\u2019s about helping the client feel connected \u2014 not just to the creative story we\u2019re telling, but to the process itself. That sense of ownership makes everything move forward more smoothly and meaningfully.\u201d<\/p>\n Creating a core story<\/p>\n Cuningham creates its immersive experiences by combining imaginative storytelling, technical accuracy, and brand consistency.<\/p>\n The success of this approach, Hyde says, is rooted in the development of the \u2018core story.\u2019<\/p>\n \u201cA narrative begins with an idea, while a story is built from many sources,\u201d says Hyde. \u201cMuch like a novelist begins to explore an idea and then builds through research, dreaming, trial and error, and evolving an idea into experience, a design idea needs to be grounded in a location, attributes, and personality.\u201d<\/p>\n Often informed by a masterplan and interweaving myriad sources, the team develops a core story that guides, directs, and influences every aspect of the project.<\/p>\n \u201cGiven that process, the key to sustaining creativity throughout is a deep commitment to embedding collaboration at the heart of how we work,\u201d says Herrington.<\/p>\n \u201cI see my role as helping to maintain that creative connection from concept through construction. From the earliest blue-sky<\/a> phase, I make sure all disciplines: architecture, interior design, landscape, and technical, have a voice in shaping the story and intent of the project.\u201d<\/p>\n This extends throughout the design process and into construction, which offers an additional opportunity to refine and realise the story in partnership with internal and external teams.<\/p>\n \u201cUltimately, keeping collaboration alive means fostering trust, encouraging shared ownership, and making sure everyone, from concept designers to construction administrators, feels connected to the creative intent and empowered to contribute to its success,\u201d says Herrington.<\/p>\n Without ego<\/p>\n This collaborative ethos is underpinned by an ego-free culture which runs throughout the company.<\/p>\n \u201cYou really see it in the way Cuningham teams collaborate and in how we build relationships with our clients,\u201d says Herrington. \u201cOur ego-free culture means that ideas are valued based on their worth, not on who they come from. Everyone, regardless of title or discipline, has a voice and feels empowered to contribute creatively.”<\/p>\n \u201cThat sense of humility and respect creates an environment of trust and collaboration. In other words, problem-solving is a collective act. It allows us to focus on what\u2019s best for the project, not personal agendas.<\/p>\n \u201cDay to day, it really just means we talk openly, work together, and don\u2019t hesitate to roll up our sleeves. Whether we\u2019re tossing around design ideas, tackling a tricky technical problem, or jumping in to meet a client\u2019s needs, everyone\u2019s in it together.<\/p>\n \u201cAnd Nathan [Harris, CEO] is a phone call away for anyone in the firm and is eager to listen and help. We\u2019re lucky; that kind of accessibility isn\u2019t something you find in most companies.<\/p>\n \u201cAnd for our clients, this no ego culture means they get a partner who listens, adapts, and truly invests in their vision. It creates relationships built on transparency and shared success, which is why so many of our collaborations<\/a> are long-term and feel deeply rewarding.\u201d<\/p>\n Crafting joy<\/p>\n Jim Scheidel [former Cuningham chair and themed entertainment design pioneer, now retired], once said: ‘I do this to see the smiles when we are done.\u2019<\/p>\n \u201cJoy\u2026 that\u2019s why we do what we do,\u201d agrees Hyde. \u201cThis is how we move through all the hard work. This statement is what makes it worth doing.\u201d<\/p>\n \u201cFor me, joy in the design process comes from curiosity, collaboration, and the shared excitement of discovery with our teams and clients,\u201d says Herrington. <\/p>\n \u201cEven under tight deadlines and high expectations, maintaining that sense of playfulness is essential, and it keeps the work inspired rather than mechanical.\u201d<\/p>\n This is seen in both ethos and process.<\/p>\n \u201cThe way that we illustrate and the tools that we use early on in a design bring out a sense of playfulness,\u201d says Houck. \u201cWe start with very loose, playful sketches. We\u2019re not using AI<\/a> or Revit. <\/p>\n “We are starting loose and free, and this comes across in our final designs. Hand drawing is crucial to this playfulness. It reminds us that great design is as much about curiosity as it is about precision.\u201d<\/p>\n Freedom to play<\/p>\n But how do you maintain that sense of play in a high-pressure, high-stakes entertainment project?<\/p>\n \u201cIt\u2019s really fun to work with our people,\u201d says Herrington. <\/p>\n \u201cOnce you get into that anxiety mode, you\u2019re done. So we try to foster an atmosphere of trust and openness where ideas can flow freely, encouraging the team to explore, sketch, and question without fear of failure.”<\/p>\n “We remind ourselves that we\u2019re creating spaces meant to spark wonder<\/a> and delight, and that energy often becomes contagious.<\/p>\n \u201cIn the end, joy becomes both a design tool and a source of resilience, and it is what allows us to stay creative, connected, and inspired, even in the most demanding moments.\u201d<\/p>\n Storytelling first<\/p>\n Drawing on its diverse range of experience, the Cuningham team works together to create distinctive and insightful design solutions.<\/p>\n With extensive expertise in restaurant and retail design, Houck explains that storytelling is the thread that runs through all of the company\u2019s projects.<\/p>\n \u201cOur storytelling informs the way Cuningham approaches guest engagement in all of our markets, particularly in hospitality, retail, themed entertainment and restaurants<\/a>,\u201d he says. \u201cThe link between storytelling and restaurants in particular is very strong.<\/p>\n \u201cRestaurants are essentially live stage productions where guests are both the players and the audience. In restaurant design, we use our storytelling abilities to tell love stories, mysteries, adventures, and stories about history.”<\/p>\n \u201cRestaurants that start design with a story tend to be more successful, memorable, and authentic. It\u2019s the best way to create an evocative atmosphere. It\u2019s also the best way to be true to brand identity.<\/p>\n \u201cIf a design is true to its brand and story, the resulting immersive experience will be memorable and successful.\u201d<\/p>\n Breadth of expertise as a strategic advantage<\/p>\n With a diverse portfolio spanning sectors including cultural, education, gaming, healthcare, hospitality, mixed-use, residential, themed entertainment, restaurants, retail, and workplace, Cuningham offers a comprehensive, cross-disciplinary perspective that few competitors can match.<\/p>\n \u201cOur cross-sector experience is one of our greatest creative strengths,\u201d says Herrington. <\/p>\n \u201cThis diversity enables us to bring fresh perspectives from other industries into themed entertainment – whether it\u2019s a focus on human wellbeing<\/a>, the storytelling and engagement found in education projects, or the technical precision of complex environments. <\/p>\n “It enriches how we think about guest experience, functionality and storytelling.\u201d<\/p>\n We design with emotion in mind, and people often tell us that\u2019s what makes our environments truly unique and one of a kind.<\/p>\n Hyde says: \u201cIn themed entertainment, there\u2019s a tremendous opportunity to bridge different areas of expertise. We bring together the bold, imaginative ideas that define the industry with the practical requirements of spaces like parks, education and training facilities, offices, and back-of-house spaces – all essential parts of a successful project.<\/p>\n \u201cThat balance between creativity and functionality is key. Likewise, the sense of playfulness and hospitality we cultivate in our entertainment work carries over into our other markets, helping us create spaces that are fun and relaxing, dynamic yet calming. <\/p>\n “We design with emotion in mind, and people often tell us that\u2019s what makes our environments truly unique and one of a kind.\u201d<\/p>\n \u201cExactly,\u201d adds Herrington. \u201cIt pushes us to think more experientially and infuses emotion into every environment we design.\u201d<\/p>\n Industry icons<\/p>\n Cuningham has been part of some of the most celebrated themed entertainment projects of the past 35 years, from Back to the Future: The Ride to Star Wars: Galaxy’s Edge at Disneyland and Jurassic World Adventure at Universal Studios Beijing.<\/p>\n \u201cWorking alongside industry icons like Disney<\/a> and Universal has reinforced the importance of storytelling discipline, attention to detail, and the power of collaboration,\u201d says Herrington.<\/p>\n \u201cOne of the biggest lessons is that every design decision, no matter how small, must serve the story and guest experience.<\/p>\n \u201cThese partners hold incredibly high standards, and their commitment to narrative integrity challenges us to continually refine our craft and think holistically about how architecture, interiors, and environment come together to create emotion and authenticity.<\/p>\n \u201cDisney and Universal approach design as a dialogue: between creative vision, technical feasibility, and guest experience. <\/p>\n “Working within that framework has taught us to be flexible yet highly responsive and deeply collaborative, always looking for solutions that preserve the creative intent while meeting operational and budget realities.<\/p>\n \u201cI also believe these partnerships have shown us that innovation thrives within trust and alignment. The best outcomes happen when creative teams and clients share a purpose and respect each other\u2019s expertise. <\/p>\n “That spirit of collaboration and storytelling excellence continues to shape how we approach every project, regardless of scale or brand.\u201d<\/p>\n Acclaimed projects<\/p>\n Cuningham has been part of the design team for 17 Thea Award-winning projects, highlighting how the company\u2019s distinctive approach helps it to rise above the competitive landscape.<\/p>\n \u201cI believe what sets Cuningham\u2019s approach apart is our ability to seamlessly integrate storytelling, design, and technical execution into a unified creative process,\u201d says Herrington.<\/p>\n Our strength lies in being collaborative storytellers and problem solvers…That balance between imagination and practicality is what allows our projects to stand the test of time.<\/p>\n \u201cWe don\u2019t treat these as separate phases, but instead, they inform one another from concept through completion, making sure that every design decision reinforces the narrative and guest experience.<\/p>\n \u201cOur strength lies in being collaborative storytellers and problem solvers. We work closely with our clients and creative partners to understand their vision, then translate that into spaces that are both emotionally resonant and operationally sound. <\/p>\n “That balance between imagination and practicality is what allows our projects to stand the test of time.<\/p>\n \u201cAnother key differentiator is our culture of humility and partnership. We approach every project as part of a larger creative ecosystem, respecting the expertise each collaborator brings. This fosters innovation and ensures that the final experience feels cohesive, authentic, and deeply engaging.<\/p>\n \u201cIt\u2019s our commitment to deliver story-driven design excellence, and our ability to bring big ideas to life without losing sight of the guest\u2019s emotional journey, that continues to set Cuningham apart in such a competitive creative landscape.\u201d<\/p>\n Human connection<\/p>\n New technologies, elevated audience expectations, and expanding global opportunities present opportunities for future innovation within the themed entertainment sector.<\/p>\n \u201cI see the next big opportunities for innovation emerging at the intersection of technology, storytelling, and human connection,\u201d says Herrington.<\/p>\n ![\"Large](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2025\/11\/large-tree-like-sculpture-in-a-garden-with-a-rocky-building-background-under-a-blue-sky.jpg\")
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