Theme Park Design Projects

We have worked with some of the biggest and best theme parks, designing everything from new land developments, to small themed retail areas. Some projects we have to keep under wraps to protect the magic, but here’s a few clients and projects we can talk about. 

Theme Park Experiences

We worked with our client The LEGO® Group to create a brick-build experience across 8 LEGOLAND Parks. We collaborated with the local LEGOLAND® park teams to create a consistent brand experience across all sites. The Activation was launched at LEGOLAND Windsor, Billund, Deutschland, California, Florida, Malaysia, Japan, as well as the newest LEGOLAND park in New York.

As part of the project, we also provided training and guidance to management and operations staff to install, assemble and facilitate the activation, ensuring a consistent brand experience for guests no matter which park they visit around the world.

Find out more about the LEGOLAND® project >

New Theme Park Developments

We’ve worked and are currently working on new land development projects with our clients. We provide insights to create a guest-centric experience, narrative development to create an immersive story, design the land from top to bottom, and provide executive production support to source rides and theming – ensuring installation is on budget and on time.

We also have extensive experience in collaborating with IP licensors to transform a brand into a themed attraction. Working alongside both visitor attraction and IP teams, we provide the highest quality guardianship throughout the project.

Immersive Queue Line Experiences

With average wait times of 90 minutes for large theme park attractions, the importance to keep guests satisfied while they wait to ride is paramount. We believe queue lines offer a chance to bring the ride’s story to life and provide additional fun to a functional area of the park.

We were delighted to be appointed by Ireland’s top theme park, Tayto Park, to re-energise their queue line experience for their popular log flume ride, Viking Voyage At The Park. The immersive queue line included interactive games, mist projection, selfie areas, augmented reality and animatronic ravens, as well as Viking theming throughout.

Find out more about our Tayto Park project>

Themed Retail & Dining Areas

Immersive retail and dining areas within theme parks boost revenue and ensure the magic of the park’s story remains cohesive and consistent. We worked with Drayton Manor Park to utilise their Thomas & Friends IP agreement to great effect.

We created a child-centric, immersive retail guest experience. This project also featured an interactive themed video experience, which we created using Green Screen (GSX) technology. The experience featured video content, themed backdrops and interactive elements which when put together, created a fun, interactive experience for young visitors and a unique and personalised souvenir to take home.

Find out more about our Drayton Manor project>

Dark Ride Design

We love dark rides. As well as working with clients to create brand new rides using popular IPs, we also invest in new ideas to create unique stories and dark ride experiences. Just one of our concepts we’ve released into the industry is TORCHLIGHT: Search of the Forest – a gripping, new horror dark ride experience that will transport guests to a mysterious woodland where they are put in charge of finding out what has happened to dozens of missing people.

We continue to work with industry-leading technology partners around the world to realise the full potential of dark rides.

Find out more about TORCHLIGHT>

Memory Capture & Midway Games

Smaller experiences are just as pivotal as large rides in generating revenue while maintaining immersion. We have worked on dozens of memory capture and midway games projects with our industry partners to do just that. From full photo studio experiences at Alton Towers, to multiple midway games in the Middle East, we’ve done it all.

Find out more about our Alton Towers project>


Whether you are an established theme park operator or a growing themed attraction, we would welcome the chance to work with you to take your current experience to the next level. Our core services include:

Strategy & Insights

Insights reports | Guest experience consultation | Narrative development | Story mapping

Attraction Design

Masterplanning | Concept design | 3D design and real-time | Attraction design | Themed environments | Theme park design | Ride design

Executive Production

Onsite art direction | Project management | Quality control | Vendor management | Technical specification | IP & creative guardianship

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