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Play Area Entrance WITH Gruffalo.jpg


Gruffalo & Friends Clubhouse

Attraction Design

Run wild in the world of your favourite stories! Designing a brand new indoor adventure play attraction in the heart of Blackpool. Join the Gruffalo and Friends on their brand new adventure! Burst through the pages of your favourite stories into a magical place of imagination, creativity, discovery and play.

We delivered:
Concept Development
3D Design
Detailed Design

Blackpool / Merlin Entertainments

The Brief

Collaborating with Merlin Magic Making, Magic Light Pictures and the Blackpool team to bring to life some of the UK’s most loved children’s stories. 

The challenge was to take an existing site on Blackpool's promenade and transform it into 6 immersive zones, reflective of Julia Donaldson and Axel Scheffler's stories - from The Gruffalo, Zog, The Snail and the Whale, Room on the Broom and more…

Our team designed and developed all themed zones, balancing physical play and digital interactives - as well as bringing to life the attractions retail area


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