THE SIMPSONS IN 4D
TRANSFORMING IP
INTO EXPERIENCE
Bringing one of television’s most iconic families off the screen and into a fully immersive world.
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IN THE NEWS
"You don’t have to go all the way to Springfield to visit The Simpsons favorite convenience store. Turns out there’s a Kwik-E-Mart in South Carolina."
Jay Croft, Cnn
overview
In partnership with Disney & Gracie Films, SimEx-Iwerks brought The Simpsons universe to life creating a fully branded, stand-alone attraction that extends the world’s most beloved animated family beyond the screen.
The challenge
Translating an iconic IP & ensuring every detail authentically reflected The Simpsons world
Creating a cohesive experience by seamlessly integrating themed retail, pre-show, and theater elements into a single, stand-alone attraction
Delivering the show’s trademark wit through advanced 4D effects without overshadowing storytelling
Engineering the attraction for durability, efficiency, and guest throughput at one of Myrtle Beach’s busiest destinations.
strategy
A SimEx-Iwerks Solution
SimEx-Iwerks partnered with Gracie Films & Disney (20th Century FOX) to ensure The Simpsons was authentically brought to life. Every detail, from architectural design & theming to merchandise development was crafted with brand integrity & guest engagement in mind.
The Aztec Theater served as the centerpiece, immersing 85 guests at a time with projection mapping, motion seats, and choreographed 4D effects. The show featured Academy Award nominated short The Longest Daycare, alongside new The Simpsons adventures created for the attraction.
Outside the theater, the iconic Kwik-E-Mart was realized as a fully functional retail & food & beverage hotspot. Guests could enjoy Springfield staples like Buzz Cola & Lard Lad Donuts while exploring a wide assortment of custom The Simpsons merchandise.
Strategic marketing, local partnerships, and national media coverage amplified awareness, positioning the project as a flagship example of how SimEx-Iwerks transforms iconic IP into real-world guest experiences.
the result
wows
to wins
01
A Destination Experience
More than 2 million guests visited the Kwik-E-Mart since opening.
02
Strong Retail Impact
200,000 retail items sold, including over 70 custom products.
03
Increased revenue growth
National press coverage, glowing reviews (4+ stars on Google, Yelp, and TripAdvisor), and active social engagement solidified its success.