The Hettema Group, an award-winning design team that specializes in creating and producing one of a kind, immersive experiences, has been selected by Caesars Entertainment Corp. to design the High Roller, the world’s largest observation wheel, set to open in Las Vegas in late 2013.
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Phil Hettema, President and Creative Executive of The Hettema Group, said, "The Hettema Group is thrilled to be working with Ceasars Entertainment as Designer and Art Director for the High Roller wheel and guest experience. Our goal has been to create both an iconic, elegant and unique design for the wheel, as well as a festive and unforgettable guest experience from beginning to end."
The Hettema Group is collaborating with Arup, who provided engineering and design services for both the London Eye and the Singapore Flyer, on the 550ft High Roller. Commenting on the collaboration Phil Hettema said, “Our alliance with Arup will enable us to take a quantum leap forward, in both sophistication and design of the wheel.”
The High Roller will be located parallel to the Strip in Las Vegas, serving as the focal point for The LINQ, Caesars Entertainment’s $550 million open-air retail, dining and entertainment development.
The giant observation wheel will carry 28 air-conditioned cabins with a capacity of up to 40 people in each cabin on a 30 minute ride. Visitors will be able to reserve cabins for special occasions and celebrate with cocktails, music and entertainment.
The attraction is expected to draw 4.5 million visitors a year.