Will Weber, CEO of Hector Studios — The Deliverer of Magical Experiences

Enchanting as a life purpose. For Will Weber, this is not a metaphor. With a degree in Marketing, Administration and Philosophy, he is the author of three books that reveal the behind-the-scenes of his passion for experiences: From Magical Space to Success (2015), Behind the Scenes of Magic (2017) and The Wave of Experience (2025). He will soon be releasing Invisible Impact.

The CEO of Hector Studios, a company that has transformed Gramado (RS) into a true narrative park with national projection, Will Weber is the architect of a universe where gastronomy is just the starting point. “We don’t sell food. We deliver experiences,” he summarizes.

Immersive Gastronomy in Three Acts and One Promise

Since its founding in 2019, Hector Studios has delighted thousands of visitors each week with complete theatrical experiences, in which food takes a glorious supporting role amidst performances, narratives and special effects.

The Onyra School of Magic (2019)

An enchanted pizzeria where the chefs cook under spells and the waiters are wizards. Run by pizza chef Bryan Dias, the restaurant receives between 400 and 500 people per day. “People come in thinking it’s an act and are surprised to see that the chef is real, he’s there, living the character and cooking,” explains Weber.

Between classic recipes and bold inventions — like the sushi-inspired salmon pizza or the “Napoletana,” made with polenta and stewed beef — there is one non-negotiable ingredient: surprise. “Our flavors have to cause a good feeling of strangeness. The customer needs to think: 'What is this?'” he jokes.

Secret Railroad (2022)

A burger joint with a steampunk soul, where trains, gears and futuristic milkshakes create the ideal setting for chef Mari Mendes to explore signature burgers. It is also a point of creative exchange between restaurants. “Flavors travel from one establishment to another. It is a narrative and gastronomic ecosystem,” reveals Will Weber.

Age of Fire (2024)

Hector Studios’ latest — and perhaps most ambitious — venture is surprising. Inspired by dinosaurs, caves and ancient fire, the restaurant simulates the discovery of fire by early humans. The grilled fish and meats cooked on stone are signed by chef Fábio Oliveira, in a hunting ritual staged live. “The experience has become a musical. We are cavemen hiding from danger. It’s not Jurassic Park. It’s pure immersion,” highlights the CEO.

The space also has a kids' area, musical and acrobatics from the Age of Fire.

Costumes and Dragons

Costumes and effects are an essential part of Hector Studios’ enchanting script. The costumes are designed by MAUISO Studio, while dragons and animated dolls come to life at the hands of Bolinha Studio, from São Paulo. The smaller animatronics come from a Chinese factory, with which the company has had a partnership since the IAAPA fair in the USA. “We are learning how to add smoke to dragons, sound and synchronized movement. This is still rare in Brazil,” he says.

How Hector Studios' Magical Collaborators Are Born

At Hector Studios, employees are more than just attendants: they are a living part of the show. To find them, Will Weber created the Magical Collaborator Workshop, a selection process that takes place twice a year and receives up to 400 applicants per edition. During a one-day immersion, candidates experience the company culture, learn about operations and performance, and are evaluated by leaders of the themed houses.

Approximately 50 people are selected per cycle and integrated into the teams according to the units’ demand. The philosophy is clear: more important than technical experience is the genuine desire to delight. “We don’t hire based on resumes. We hire based on the sparkle in their eyes,” says Will.

With this model, Hector trains talent from scratch — many of them in their first job — and cultivates lasting relationships: more than 20 employees have already completed five years with the company. Here, work is the stage, and the employee is always the protagonist.

During high season, the three houses together receive up to a thousand visitors a day.

Salaries follow the market average, but the proposal goes further: “Those who come just for the money won’t stay. We need people who come to make people happy.”

The next step is to reach 200 employees with the opening of the Ice Castle, currently under construction, in the spring.

Make the Farewell Extraordinary

If there is a central philosophy to Will Weber's family-friendly restaurants/entertainment venue, it is perhaps summed up in a phrase spoken at the end of the experience:
“Is there anything Hector hasn't done for you yet?”

The enchantment begins at the entrance, explodes on the plate with excellent cuisine and ends with a farewell smile. Everything matters. Everything is part of the show. Everything is delivery.

And that's how Will Weber establishes himself: as the deliverer of magical experiences — like no one has ever seen, and like no one will ever forget.

Report and photo: Mary de Aquino.