Madame Tussauds in real Rare revamp

Madame Tussauds is to launch revamped international websites and an updated guidebook this month, created by Rare Digital and sister group Rare Corporate Design respectively.

The work is part of the company’s move to shift its brand away from its waxwork heritage and towards a more ‘interactive and experiential’ positioning, says Rare Corporate Design creative director Lee Smith.

‘Tussauds is moving away from people looking at waxwork models to more interactive exhibits that are focused on experience,’ says Smith. ‘The work reflects this and focuses on the whole environment rather than [individual] models.’

The Las Vegas site, www.madame, is the first of the three websites; it launches this week. The company’s Amsterdam and New York sites will be revamped from next month.

The guidebook, which is available in four languages, includes an insert that is updated quarterly to reflect the changes at the venue and is designed to encourage repeat visits.

Rare Digital was appointed on the strength of its revamp of the company’s London website,, launched in December. Rare Corporate Design was appointed after a three-way pitch in November.

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