Front Of House Design & Implementation for LA28
Guest Experience Flow
Because the Olympic moment starts the second they step out of the car.
At the LA28 Games, guest experience isn’t just a detail—it’s the deliverable. Whether you’re hosting VIPs, athletes’ families, media partners, or brand loyalists, the journey they take through your space will define their perception of your program. Every step, sightline, interaction, and pause point needs to feel intentional, elevated, and friction-free.
That’s what we call Guest Experience Flow. And at Towerhouse Global, it’s our obsession.
We don’t design spaces for foot traffic. We choreograph experiences for human emotion. Your front-of-house is the stage. Your guests are the stars. Our job? Make them feel seen, guided, impressed—and eager to share it all.
What Is Guest Experience Flow?
At its core, Guest Experience Flow is the strategic design of how people move through and feel within a physical environment. It’s the unspoken path that connects:
- Arrival → Welcome → Orientation
- Exploration → Activation → Interaction
- Rest → Refresh → Departure
It’s not just about signage or stanchions—it’s about storytelling. It’s about creating a sense of progression, surprise, ease, and engagement that reflects your brand and respects your guests’ time and energy.
In an Olympic context, where expectations are sky-high and competition for attention is intense, this flow can make or break the entire impression.
Why It Matters More at LA28
The LA28 Games won’t be centralized in one campus. They’ll sprawl across a dozen-plus neighborhoods, each with its own traffic patterns, parking challenges, security protocols, and architectural quirks.
That means every venue needs its own bespoke guest experience plan. One size does not fit all.
Whether you’re hosting:
- A beachside pop-up in Santa Monica
- A luxury hospitality house in Beverly Hills
- A fan zone near Crypto.com Arena
- A private reception in a repurposed soundstage in Hollywood…
…the experience must feel effortless—even when the back-end is anything but.
Towerhouse builds the flow that keeps people moving, smiling, posting, and coming back.
Our Approach to Guest Experience Design
We don’t start with floorplans—we start with feelings. Then we reverse-engineer the physical world to match them.
1. Guest Journey Mapping
We define who’s coming, where they’re coming from, what they’re expecting, and what you want them to remember. Then we build a moment-by-moment journey that aligns goals with behavior.
This includes:
Entry points and first impressions
Welcome and credentialing flow
Main pathways vs. exploratory zones
Activation touchpoints and dwell times
Wayfinding and signage strategy
Amenities access (restrooms, food, water, quiet zones)
Photo ops and content opportunities
Emotional cadence (surprise, delight, relaxation, awe)
2. Flow Optimization
We think like Disney Imagineers and NASCAR pit crews. Everything has a rhythm.
We solve for:
Bottlenecks and crowd pinch points
ADA access and mobility needs
Sightline strategy (Can guests actually see your hero moment?)
Lighting cues and spatial orientation
Service staff positioning
Emergency exit access that doesn’t kill the vibe
3. Testing & Iteration
We build mock flows. Walkthroughs. Simulations. If possible, we even bring in real users for feedback before doors open. This isn’t theory—it’s tested experience design.
Touchpoints That Elevate Experience
Here are a few of the magic moments we craft into every LA28 guest journey:
✨ Arrival & Welcome
From the moment a guest exits their vehicle or steps off a shuttle, the tone is set. We script everything:
Branded arrival zones
Music, scent, and lighting cues
Friendly credentialing or check-in stations
First-look reveals that spark curiosity or awe
📍 Navigation & Wayfinding
We don’t make people look for their next move. We gently pull them there, using:
Branded signage with personality (not just utility)
Floor treatments and lighting as directional cues
Staff ambassadors placed at “decision points”
Clear zones of activity vs. rest
🛑 Pause & Dwell Zones
Not every moment needs to be loud. In fact, contrast is what makes experiences memorable. We design intentional spaces to:
Sit and recharge
Converse in comfort
Snap content-worthy photos
Take in the scale or beauty of the space
These are the spots that make your activation feel human.
📸 Shareable Moments
In 2025, if it didn’t get posted, it didn’t happen. We build in:
Purposeful selfie stations and organic photo ops
Backdrops that align with your brand’s Olympic messaging
Staff to offer photo assistance (or shoot it for them!)
Signage and QR codes to drive branded social sharing
🚪 Exits That Don’t Feel Like Endings
We design the exit path to feel like a final gift, not an abrupt goodbye. That might mean:
Branded giveaways at the door
Surprise-and-delight snack moments
Digital follow-up integrations (like QR-driven thank-you content)
Exit signage that leaves guests with a final message, not just a map
Who We Do This For
Every stakeholder has different flow priorities. Here’s how we tailor experience strategy:
🏆 National Delegations
Privacy, security, and timing matter most. We map flow around athlete comfort, staff logistics, and seamless access for credentialed guests.
🥂 Brand Hospitality Programs
Here, it’s all about elegance and impact. From champagne arrival to immersive showcase, the guest flow must reflect the tone of your brand story and VIP tiering.
🎤 Media Activations
Journalists and creators need quick access, intuitive staging, and visually clean pathways for camera and content. We remove friction and boost coverage.
🎉 Public Fan Zones
Crowd control and energy management are key. We choreograph entrances, dwell time, and rotation strategies to keep foot traffic moving and excitement high.
How Towerhouse Makes It Happen
Guest experience design is baked into everything we do—it’s not a bolt-on.
- We plan with producers, not just architects.
We understand how experiences unfold in real-time, not just how they look on paper. - We think like a guest.
How long will this walk feel in heels? Will they know where to go without asking? What’s the first thing they’ll Instagram? We ask the right questions from the start. - We design in layers.
Flow is functional and emotional. It needs to serve the program while sparking delight. We nail both.
Great Experiences Don’t Happen by Accident
At LA28, the expectations are global and the standards are unforgiving. Every guest—whether they’re an Olympic legend, a sponsor’s CEO, or a fan seeing their first event—deserves an experience that feels elevated, effortless, and unforgettable.
That kind of flow doesn’t happen on its own. It happens because Towerhouse made a plan.
Let’s design a front-of-house experience worthy of the five rings.
Your guests won’t just move through it—they’ll remember it forever.
Entrance, Signage & Queue Design
If you don’t win the first 60 seconds, you’re already playing catch-up.
At LA28, the first few moments of a guest’s arrival set the tone for everything that follows. Whether you’re running a high-touch hospitality house, a high-traffic fan zone, or a mission-critical delegation facility, your entrance experience is your handshake with the world.
It needs to be clear. Confident. Controlled. And above all, it needs to make people feel like they’re exactly where they’re supposed to be.
At Towerhouse Global, we don’t just design entryways—we engineer welcome moments. From wayfinding cues to queue flow to the perfect balance of security and style, we choreograph every square foot of the front door experience to reflect your brand, your priorities, and your people.
Because when the world’s eyes are on you, your front-of-house is your front line.
Why This Isn’t Just “Ops” Work—It’s Experience Strategy
Let’s bust a myth right out of the gate: entry design isn’t about crowd control. It’s about emotional control. It’s the moment where anticipation meets reality.
Done well, entrance design:
Reduces anxiety and confusion
Sets the energy level and tone
Builds brand expectation and excitement
Enhances security without creating tension
Establishes a sense of order, hospitality, and professionalism
Done poorly? People feel rushed, irritated, or worse—unwelcome. And they’ll carry that feeling with them through the rest of the experience.
At LA28, where the stakes are global and the guest list is elite, there’s no room for ambiguity. Your arrival experience has to hit.
Our Approach to Entrance, Signage & Queue Design
We treat the front door like the main stage. It’s the first scene in the story your experience is telling. And we write that scene with absolute clarity.
1. Arrival Point Strategy
Before we even talk signage, we map the macro journey: where are guests arriving from? What transportation methods are in play (shuttles, private car, rideshare, on foot)? Are there choke points nearby?
We plan for:
Drop-off and pick-up logistics
Parking flow and valet efficiency
Pre-security staging areas
ADA and accessibility considerations
VIP vs. general public pathways
This is the moment where your program either feels polished or panicked. We make it polished.
2. Visual Hierarchy & Branded Signage
Once guests are on site, signage becomes their tour guide. Our design philosophy combines aesthetics and instinct:
Clear, friendly, and brand-aligned tone of voice
Visual hierarchy that guides the eye, not clutters it
Multilingual where needed (Olympic audiences are global)
Integrated environmental branding—your signage is part of the space
Digital components where appropriate (LEDs, QR codes, motion signage)
We believe good signage does three things at once: informs, aligns, and excites.
3. Credentialing & Security Flow
Olympic security is serious business—but that doesn’t mean it needs to feel oppressive. We work closely with security teams to design zones that are efficient, respectful, and as seamless as possible:
Credential checks that are intuitive and fast
Bag checks and metal detection with minimal bottlenecking
Separate flows for staff, press, VIP, and general admission
Shade, hydration, and distraction in higher-wait zones
Signage that preps guests for what’s ahead (“Have your credentials out”)
We also provide on-brand visual elements that soften the look of security infrastructure while still respecting protocol.
Queueing: The Art of Making Waiting Not Feel Like Waiting
Nobody likes standing in line. But everyone accepts it—if it’s done well.
At Towerhouse, we don’t just build queues—we make them feel like part of the experience. That means:
🎶 Engagement & Distraction
Audio design to keep energy up
Branded content or screens in queue zones
Interactive signage or motion graphics
Staff engagement (greeters, ambassadors, helpful humans)
🌀 Physical Design & Flow
Zig-zag patterns that feel organized, not claustrophobic
Visibility into what’s next (“I can see the entrance, I know we’re close”)
Shade structures, misters, or weather considerations
Break-out paths for credential issues or rerouting
🤝 Human-First Touchpoints
ADA-friendly queue lines
Family or group lane options
Clear wait-time signage
Friendly, visible staff who don’t just enforce—enhance
Done right, your guests won’t say, “The line was long.” They’ll say, “That was way smoother than I expected.”
Layered Access Strategy
LA28 will include multiple layers of access across hundreds of events and activations. From gold-tier sponsors to credentialed family members to general fans, you’ll likely need to manage multiple audience types across the same space.
We help design:
- Multi-zone queueing with tiered signage
- Staff scripting and protocol for access conversations
- Real-time traffic monitoring to reroute congestion
- RFID or QR-driven access verification
- Flow paths that don’t cross or conflict
This ensures security stays strong and the guest experience stays intact.
Built-In Flexibility (Because Plans Change)
Let’s be honest: at any live event—especially one on Olympic scale—things move. Timelines shift. Guests arrive early. Security protocols get updated at 7:00 a.m. by someone 9 time zones away.
That’s why we bake flexibility into every element:
- Modular queue layouts that expand or compress
- Digital signage that can update in real time
- Overflow zones that feel like intentional design, not afterthoughts
- Extra check-in stations on standby
- Rain or shine adaptability for outdoor entries
This is future-proof front-of-house design. Because LA28 won’t go perfectly. But your guest flow still can.
Who This Supports
Entrance, signage, and queue design isn’t just for the masses—it’s tailored for every stakeholder.
🥇 National Delegations
Athletes and officials need secure, credentialed access that feels respectful and seamless. We make it feel like first-class boarding, not TSA.
💼 Sponsors & Hospitality
VIPs expect discretion, speed, and grace. From step-and-repeat moments to champagne on arrival, we turn a queue into a soft launch.
🎙️ Media Teams
Credentialed crews need priority lanes, tech-friendly staging areas, and signage that gets them to the action—fast.
🙌 Public Guests
Fan zones, brand activations, public celebrations—our systems manage crowd flow without sacrificing vibe. Because excitement should feel electric, not overwhelming.
Towerhouse Touch: Where Strategy Meets Style
What sets our entry design apart?- We think like your guests. Where are they confused? Tired? Excited? We answer those emotions with design.
- We blend logistics with aesthetics. Function matters—but so does feeling. We elevate both.
- We’ve worked every kind of door. From 10-person VIP entries to 10,000-person public fan zones—we’ve made it all flow.
- We collaborate with security, not in spite of it. Our queue designs meet Olympic protocols without turning the place into a fortress.
Let’s Open Doors—The Right Way
The entrance is your opening act. Your first moment of impact. Your one chance to get every guest aligned, informed, and impressed before the show even starts.
At Towerhouse, we make that moment count.
Smart signage. Seamless flow. Strategic queueing.
Let’s design the entry your LA28 guests will remember—for all the right reasons.
Accessibility Planning
Because an Olympic welcome should be universal.
At LA28, the whole world will be watching—and attending. Every guest, athlete, and staff member should feel seen, supported, and empowered from the moment they arrive. That’s not a “nice to have.” That’s the standard.
Accessibility isn’t a checkbox at Towerhouse—it’s a core design principle. We don’t ask how can we accommodate? We ask how can we lead?
From mobility and sensory considerations to communication access and equitable wayfinding, our accessibility planning goes beyond ADA compliance. We design for dignity, independence, and full participation—for every guest, in every space.
If your Olympic presence doesn’t feel welcoming to all, it’s not ready. Let’s change that.
What Accessibility Planning Really Means
Accessibility isn’t just about ramps and elevators. It’s about removing barriers—physical, digital, cognitive, and emotional—so everyone can engage fully in your space.
That means thinking through:
- How a person in a wheelchair navigates your queue
- How a guest with low vision finds the restroom
- How a neurodiverse attendee copes with sensory overload
- How a Deaf visitor understands your mainstage program
- How signage, sound, and sightlines serve every kind of guest
Great accessibility planning anticipates needs before they become obstacles. It invites everyone to participate with ease and confidence.
Why LA28 Demands a Higher Standard
This isn’t just any event. LA28 is a global stage, and the world expects nothing less than excellence—including accessibility.
A few realities to keep in mind:
- International guests bring diverse accessibility expectations. What counts as standard in one country might be considered exceptional—or inadequate—in another.
- Paralympic athletes and delegates will attend before, during, and after their events. Your space should be athlete-grade, not afterthought-grade.
- California has some of the most robust accessibility regulations in the U.S.—and local enforcement will be strict. Meeting code is the floor, not the ceiling.
Towerhouse builds accessibility into every aspect of front-of-house design—from arrival through departure, and every touchpoint in between.
Our Accessibility Planning Approach
Our goal is simple: make sure every guest feels not just included—but considered.
1. Accessibility Audit & Goals Alignment
We begin every project with an accessibility audit and a planning session to align with your team on goals. We assess:
Venue layout and physical access points
Guest profile and anticipated needs
Existing infrastructure gaps
Local code compliance and inspection triggers
Sensory environment factors
From there, we co-create a roadmap that sets a higher bar for inclusive design.
2. Integrated Guest Journey Mapping
We look at the full guest journey—from curb to credentialing to activations to departure—through the lens of accessibility.
That includes:
Arrival and drop-off zones with clear, barrier-free paths
Accessible queuing systems with staff-trained support
Multimodal signage (visual, tactile, digital)
Seating and viewing zones with inclusive placement
Accessible restrooms, food stations, and quiet zones
Service animal accommodations and support policies
We don’t build a separate “accessible experience.” We build one experience that works for everyone.
3. Vendor & Partner Coordination
Accessibility breaks down fast when your vendors aren’t aligned. We ensure everyone—from fabricators to furniture vendors to AV tech teams—understands your accessibility goals and their role in delivering them.
This includes:
Audio description and captioning coordination for presentations
Accessible tech integration (e.g. QR codes with screen reader compatibility)
Furniture layouts that support a range of mobility needs
Rigging and build considerations for sightline parity
Partnering with local disability consultants and advocacy orgs
We don’t make assumptions—we make informed decisions.
Key Focus Areas We Plan For
Towerhouse designs for a wide range of accessibility needs, including:
♿ Mobility Access
- Ramps, lifts, and level changes
- ADA-compliant pathway widths and turning radii
- Elevators and platform access
- Seating with integrated wheelchair and companion spots
- Queueing layouts that support mobility devices
- Accessible restroom layout and placement
🧏♀️ Communication Access
- ASL interpretation at appropriate touchpoints
- Captioning or transcription for spoken content
- Multilingual signage that accommodates reading-level diversity
- QR code links to digital guides with screen reader compatibility
- Staff trained to communicate clearly and respectfully
👁️ Visual Access
- High-contrast, large-format signage
- Braille or tactile signage where applicable
- Obstruction-free wayfinding paths
- Digital content with text-to-speech compatibility
- Lighting design that avoids glare and supports low vision
👂 Auditory Access
- Directional sound and volume zoning for noisy environments
- Hearing loop integration where possible
- Written or visual backups for all auditory instructions
- Visual cues for timed activations or announcements
🧠 Neurodiverse & Sensory-Friendly Design
- Clear transitions between high- and low-stimulation zones
- Availability of quiet rooms or sensory reset areas
- Simple, non-overwhelming visual cues
- Staff trained to support a range of cognitive needs
Accessibility is a spectrum. We design for the full range.
Staff Training & Onsite Support
All the ramps in the world won’t help if your staff aren’t trained to support accessible experiences. That’s why Towerhouse includes accessibility training in all FOH staffing models.
We equip front-line staff with:
- Awareness of different disabilities and support strategies
- Guest-first scripting for offering (not forcing) help
- Familiarity with accessible routes, policies, and resources
- Calm, respectful response protocols for issues or confusion
We also offer roving accessibility ambassadors who can support guests throughout your space—quietly, respectfully, and confidently.
Accessible Design = Better Design
Here’s the truth: when you design for accessibility, everything gets better.
- Your signage becomes clearer.
- Your layout becomes easier to navigate.
- Your brand feels more thoughtful, more modern, more human.
- And your space becomes usable by more people—including parents with strollers, older guests, people with temporary injuries, or just anyone who doesn’t want a frustrating experience.
Accessibility isn’t a constraint. It’s a design multiplier.
Towerhouse: Leading the Way on Inclusion
What makes us different? We treat accessibility as an opportunity—not an obligation. We bring in lived-experience consultants. We test our assumptions. And we build environments that don’t just meet the moment—they set the standard.
Because Olympic experiences should be for everyone. No exceptions. No shortcuts. No excuses.
Let’s Make LA28 a Model of Access for the World
Accessibility isn’t something you layer on top. It’s something you build in from the start. And with Towerhouse, that’s exactly what you get.
Front-of-house design that welcomes the world—and respects every guest.
Let’s create spaces where everyone gets a front-row experience.