SimEx-Iwerks Presents New Brand Identity

(eap) The US company SimEx-Iwerks Entertainment, which specialises in modern cinema attractions such as 3D, 4D and VR attractions as well as motion simulators and flying theatres, has unveiled its new brand identity. Since the company was founded in 1981 by Michael Needham and Shiori Sudo, this is the first time the company has fundamentally changed its corporate identity. The rebranding is part of a larger reorganisation after SimEx-Iwerks came under management ownership in June 2024.

Kate Magnusson

“This is an exciting time for us, and our rebrand is just the beginning,” highlights Kate Magnusson, Vice President, Marketing & Partnerships. “It’s a reflection of our unwavering commitment to delivering high-quality, out-of-home experiences that inspire, entertain, and educate.” This year, SimEx-Iwerks plans to make a number of exciting announcements, including increased research and development initiatives, new products and customised attraction concepts. Highlights will include the next level of 4D experiences, the “Immersion Theatre”, as well as updates to the “FlyRide^®” flying theatre according to the company. New film content will also be developed and added to the in-house film portfolio.

Mike Frueh “We’ve seen the industry evolve and our mission remains the same: to take people on journeys and tell stories in ways that simply can’t be experienced at home,” says Mike Frueh, Senior Vice President, Licensing & Distribution. “Now, more than ever, there’s something special about sharing a real, in-person experience. Bringing families and friends together to talk, laugh, and learn – that’s always been at the heart of what we do, and we see endless opportunities to keep creating those moments.” ■