Gramado Announces the World’s Largest Themed Icebar Inspired by “Beauty and the Beast”

A new chapter of fantasy will be inaugurated in the Brazilian spring of 2025, when the charming city of Gramado, in Serra Gaúcha, will become the stage for one of the most ambitious and sophisticated experiences in immersive entertainment worldwide: the Ice Castle, an original creation by Hector Studios, a Brazilian studio that combines narrative, gastronomy and imagination in projects designed for the whole family.

Inspired by the symbolic universe of Beauty and the Beast, the project will occupy more than 1,200 m² in a frozen and scenographically magical setting. The idea is to offer a sensory journey with lights, sounds, illusionism, costumes and a gala ball that promises to transform visitors into characters — kings, queens and adventurers of a kingdom where the extraordinary is part of the routine.

Since its founding in Gramado, RS, Hector Studios has been consolidating its own universe that combines gastronomy, narrative and enchantment. From projects such as Escola de Magia Ônyra (2019), to Ferrovia Secreta (2022) and the film “Mileninha” (2023), to Era do Fogo (2024), each step of the brand has been guided by a clear purpose: to transform stories into living experiences.

The dreamers behind the castle

The project was born from the mind and heart of a team that carries the mission of re-enchanting the world through experiences. At the helm of Hector Studios is Will Weber, CEO and creator of the concept of transforming the city into a “living park”. He is the one who leads the dream with an eye on creation and emotion.

Alongside him, Dudu Kny, the company’s president, is responsible for outlining the strategic direction and creating an emotional connection between the public and the narratives. “It’s not Hector’s park. The city itself is our park,” he says. “The Castle will be a new magic land, where visitors will live stories — not just watch them.”

The project's operation and innovation are under the care of vice-president Paula Manea, while the universe of characters, plots and magical mythology is conceived by Eduardo Hoewell, storytelling director and responsible for giving soul to the stories that take shape in the environments and experiences.

To bring to life the visual effects and moments of illusion that punctuate the journey through the castle, the team also counts on the talent of Ben Ludmer — magician, comedian and creative consultant. Ludmer, who has directed shows for Disney in Latin America, brought his technical and emotional perspective to the creation of the scenic effects.

“Our only competitor is reality,” he says. “What will freeze in the castle is not just the scenery—it’s the reality outside. The magic we want to create is to reconnect the adult with his inner child.”

Costumes, ballroom and sensory enchantment

The experience is immersive on every level. From the first step into the castle, visitors will be invited to dress up in themed costumes available on racks throughout the space — a proposal that transforms the audience into a living part of the narrative. “It’s a turning point in history. The gala ball, the ice throne, the exuberant coats, everything was designed to create photographic and emotional memories,” says Will Weber.

The clothes — available for use and also for sale — follow an elegant and fantastic aesthetic, inspired by great balls from the European imagination, but with a Brazilian soul and magical identity.

Playful gastronomy and flavor that tells stories

More than just food, Hector Studios creates gastronomic experiences with soul and meaning. “When our children understand that they are not eating a pizza, but rather a disk of flavors, they accept food as part of the game,” explains Dudu Kny. “We are educating through enchantment.”

This concept also guided the development of a line of healthy ice creams with natural ingredients, low sugar and no saturated fat, designed to be part of school meals in a fun and safe way. It is, as Weber defines it, “the continuation of the narrative in the lunch boxes of Brazilian children.”

From Gramado to the world: the narrative that expands

The Ice Castle is more than just a physical attraction: it is part of a transmedia universe that includes web series, books, official products and characters with their own stories. The goal? To bring magic into homes, screens and memories.

“We are telling a story with a beginning, a middle and an enchantment. And we are just getting started,” says Kny.

Yesterday's Heroes, Today's Dreams

When asked about their inspirations, the creators of Hector Studios reveal the emotional DNA of the project. Dudu Kny cites Superman as his unforgettable character: “He taught me about fragility and strength. Hector, our protagonist, inherits these values: courage, kindness and imagination.”

Will Weber chooses Goofy as his symbol: “I always liked him because he was clumsy and funny. I try to bring that humor to our stories. Humor is also heroism.”

Ben Ludmer, the team's magician, reveals his inspiration from Disney's Figment:

“Figment represents the intelligence of imagination. And that’s what we do here: engineering imagination. We are dreamers, and we deliver dreams.”

Official presentation and opening

From June 27 to 29, OBD Comunicação organized a special event in Gramado with the presence of 15 journalists specialized in tourism, gastronomy and entertainment, to present behind the scenes of the creation and immersion in the Hector universe.

The Ice Castle is scheduled to open in early October 2025, with a capacity for 1,200 visitors per day. Among the attractions: an icebar with open bar, original soundtrack, interactive set design, illusionism and a frozen gala ballroom — an absolute immersion in the fantastic.

Report and photo: Mary de Aquino.