EXPERIENCE DESIGN

A masterplan is an overarching planning document and spatial layout used to structure land use and development. ‘Masterplan’ is an all-encompassing term as important for a single indoor experience as for a large-scale mixed-use indoor / outdoor leisure development.

Our masterplanning service brings together the selection of attractions and theming capacities with zoning layout, guest flow, and all other facilities’ requirements. This takes not only the guest areas into account but also the back-of-house, guest amenities, bathrooms, staff offices and anything else that may lie outside of the direct visitor experience. The distribution and functionality of each of these components are considered essential features of our design responsibility. 

Masterplanning establishes a target scope that includes the nature, theme, size, financial parameters, and schedule milestones of the project. This forms the basis for creating the planning and development strategies necessary to develop the project program.

Once a project begins, our talented concept and narrative experience design team gets to work. This team of immersive designers specialises in creating bespoke narratives. We can either take an existing IP, myth, legend, or story and transform it into an exciting guest experience, or craft one from scratch to the client’s specifications.

Once a story is defined, we can begin to visualise the concept. This can be through the use of storyboard sketches, mood boards, or bespoke visuals. A ‘wow visual’ for the key moment of the experience may be produced at this stage to give a feel for the overall adventure.

To fully define a project, our concept team specialises in producing high-quality visuals and guest journey narratives detailing each step, ensuring a meticulous experiential production process. In an attraction, for example, this work captures a guest’s journey from the entrance, through various stages of the queue line, the loading area and the attraction itself, before unloading and any post-experience retail or dining.

Our comprehensive work on the guest experience design ensures a full, high-quality visualisation of the experience for our clients. We also develop the brand throughout this process, incorporating brand experience design and experiential activations into every stage of the guest experience.

Schematic Design is the skeleton on which the Detail Design effort is built. With this service, we identify all the physical elements of a project, how they interact with each other, and locate them to scale within the themed areas.

During this process, we implement all elements of design from the conceptual phase into a set of technical documents. This includes the theming, materials and finishes, decoration applications, and the development of a preliminary BOQ for all the elements that make up the themed environment.

In this phase, each solution is defined to the technical level that theming constructors and suppliers require for production. 

The design is elaborated with a fully detailed description that includes the finishing intent of the theming, layouts, elevations, and 3D models to ensure compliance with the concept design.

We work closely with local suppliers to ensure the project meets the regulations, material standards, and security specifications while preserving the artistic quality and visual identity of the concept.

Our technical creatives, immersive designers, and engineers also provide manufacturing and construction drawings for all of the individual themed elements within our projects.

From the smallest puzzles and signage to large props and multi-story facades, the technical teams based in our factory facilities produce complex manufacturing / construction drawings ready to issue for tender or construction.

In addition to our 2D art services, our team includes leading experts in 3D software, from SketchUp and Blender to Maya and Unreal Engine.

Our talented digital design team specialise in the production of accurate, full-colour fly-throughs (compatible with VR headsets) of the attractions we design. These are then enhanced with audio and visual effects by our VFX specialists creating fully immersive 360-degree, virtual representations of the guest experiences.

Our digital creatives also have a wealth of experience in pre-visualisation services for film and TV.