Pasadena Firm Will Design World's Largest Wheel

A dramatic new American icon will soon rise above the sands of Las Vegas. Its name is the High Roller. And at 550-feet, it will be the tallest wheel ever built. 

Caesars Entertainment Corp. selected The Hettema Group, a Pasadena-based design team that specializes in creating and producing immersive experiences, to create the concept.

"The Hettema Group is thrilled to be working with Ceasars Entertainment as Designer and Art Director for the High Roller wheel and guest experience,” said Phil Hettema, President and Creative Executive of The Hettema Group in a press release Wednesday. 

“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."   

With 28 air-conditioned cabins capable of carrying 40 people each, High Roller visitors will also have the opportunity to reserve a cabin for special occasions complete with cocktails, music and entertainment. The Hettema Group is working on the project in collaboration with Arup, a group known for its engineering and design work on the London Eye and the Singapore Flyer.  

“Our alliance with Arup will enable us to take a quantum leap forward, in both sophistication and design of the wheel,” Hettema added. 

Work is now underway on the High Roller, and completion is slated for 2013. 

The Hettema Group is also responsible for the immersive 4-D, multi-media experience, “Beyond All Boundaries” for the National World War II Museum, narrated by Executive Producer Tom Hanks. For more information, visit www.thehettemagroup.com.

Patch Asks: Have you worked with The Hettema Group? Will you visit the High Roller in Las Vegas?