For more than two decades, this company—which blends shadow play and dance—has been captivating audiences with its diverse productions. Now they are preparing a new project that is even more unconventional than their previous ones: the team is responsible for creating an international experience brand called SAHAR, which will launch in Budapest and is expected to be followed by dynamic international expansion.
SAHAR is a concept offering an exclusive, immersive experience at a permanent venue, taking storytelling to a new level both in terms of form and technology, with its visual world and entire creative concept created by Attraction. The company, which constantly reinvents itself and presents innovative productions, has come a long way since its launch in 2004; significant challenges and milestones provide continuous inspiration for renewal and the creation of new productions.
What milestones have shaped and inspired the company?
The group achieved their international breakthrough in 2013 by winning Britain’s Got Talent, which brought them worldwide fame. In 2014, more than a billion television viewers watched their live performance for the Chinese New Year, while in 2015, they put together a custom-made production for Queen Margrethe II of Denmark’s 75th birthday at the invitation of the royal family.
The British public hasn’t forgotten them either; based on the audience vote on Britain’s Got Talent, the group won the BGT World Cup in 2018. This was followed in 2019 by a two-month tour of China, where, having expanded their capabilities, two teams toured major cities simultaneously with an identical, precisely choreographed performance. The 90-minute full-length show subsequently captivated audiences in Mexico and England as well.
In 2024, the troupe received further international recognition when Zhang Yimou—the world-renowned director and producer, an Oscar nominee, and the director of the Beijing Olympics opening ceremony—invited the company’s founder, Zoltán Szűcs, to create the choreography for the opening number of MGM Macau’s permanent show.
What is the source of unceasing motivation, and what is the secret to success?
Every production requires precise and time-consuming preparation from the team. “The essence of Attraction is teamwork. It’s what allows us to tell stories together that audiences anywhere in the world can relate to.” – said Zoltán Szűcs, known as Szücsi, founder of Attraction. – “We convey our messages nonverbally; we communicate not through words, but through emotions. In addition, a constant drive for growth is essential—an unceasing desire to always create something new and unique in terms of content, form, and technology, while paying attention to the ever-changing world around us and the needs of our audience. This is what propels us forward, enabling us to bring new and innovative creative projects to life.”
It means a great deal to the company that it has achieved both domestic and international success with Hungarian members. Contributing to this have been the company’s commitment to renewal, the resulting diversification, and organizational development, which create a wide range of opportunities and motivation for Hungarian dance artists.
What can we expect in the future? What kind of project is SAHAR?
The team has not been idle over the past two years; Attraction developed the entire visual framework for the SAHAR project—from concept development and visual design to the choreographic and dramaturgical execution. The brand was created based on a global concept that will be implemented in several major cities, adhering to consistent quality and visual standards.
The production’s first stop is Budapest, followed by Dubai and then Las Vegas as the next steps in its international expansion.
“We are proud to have created the visual identity for the first SAHAR station, and we are confident that Budapest will be the starting point for yet another international success story.” – added Szücsi.
