Theme3-Presentation

THEME3 is an 

adventurous 

Creative Agency 

SETTING THE THEME, BUILDING THE ATTRACTION. 

We are a hands on company who work in partnership with our 

clients. We bring to life ideas that are weird and wonderful 

in a way that’s both marketable and operationally practical. 

We know what’s “WOW” now!

DESIGN 

OUR MAD INVENTORS 

AKA THE DESIGN TEAM 

It’s all about the story. Our creative 

approach, influenced by years of 

themed attraction development, 

is to create a strong but simple 

to communicate ‘story’ that is the 

core from which everything leads. 

Our award winning design team 

has worldwide experience built up 

over the last 20 years. We pride 

ourselves on innovation and an 

ability to produce designs that 

capture the aesthetics and meet the 

budget, providing our clients with 

the best quality useable designs. 

WE DO 

Creative direction 

Conceptual design 

Attraction design 

Master planning 

Graphic design and print 

Creative storytelling and script writing 

Detailed construction drawings 

WE ARE 

3D Interior Graphic CAD Furniture 

designers designers designers designers designers

BUILD 

OUR WORKSHOP 

AKA THE BUILD TEAM 

Our build team thrive on 

the challenge of turning our 

designs into physical worlds. 

They’re talented professionals who 

have the unique skills to build for a 

variety of ‘experience’ sectors, both 

temporary and permanent builds. 

WE DO 

Scenic build 

Scenic paintwork 

Prop build 

Sculpture 

GRP production 

Interactive engineering 

Steel work 

Costume 

Tech design and build 

Audio visual design 

and installation 

Special fx research 

and development 

Smoke and fire 

design and installation 

Effects lighting 

design and installation 

Furniture build 

Signage and way finding

CONSULT 

THE CONSULTANTS 

At THEME3 homework is key. 

We are constantly exploring and 

researching the ever-changing 

consumer trends so we can operate 

in a variety of ‘experience’sectors 

in order to provide entertaining, 

educational and memorable 

experiences. 

Our project management is all 

about great organisation and great 

communication. We are always 

looking at ways to deliver projects 

in an efficient manner and at the 

heart of this is our estimating and 

cost management which allows us 

to deliver on budget every time. 

WE DO 

Project management 

Feasibility study 

Intellectual property advice 

Return on investment analysis 

Turnkey services 

Budgesting 

Footfall analysis 

WE ARE 

Project Industry Marketing The 

Managers Consultants Stategists Researchers

Project Management 

WE HAVE 

EVERYTHING 

COVERED 

Health and Safety advice 

including principle designer role 

and site inspections. 

Project Management Services 

Planning, programming and 

progress monitoring of projects. 

Developing the brief 

and cost plan realisation 

Stakeholder engagement 

Business case production 

Site Managers and 

Site co-ordination 

Design co-ordination 

Quantity Surveyor Services 

Chartered via RICS.

WE COVER:

01 Theme Parks and RESORTS 

THEME3 is experienced in producing a variety of projects from a large scale attraction, 

the development of a new land within a resort to a one off themed interior. 

PROJECT EXAMPLES

Angry Birds Land, Thorpe Park RESORT 

BRIEF 

To work in partnership with Thorpe 

Park and Rovio to create a cheeky, 

fun and interactive new Angry 

Birds land for Thorpe Park Resort. 

WHAT WE DID 

Full turnkey package 

Consult, Design and Build 

IP liaison 

Creative storytelling 

and creative direction 


Graphic design and production 


Scenic build 

Prop build 

Model making 

Structural build 

AV

Cbeebies Land, Big Fun Time, Alton Towers Resort 

BRIEF 

Our brief was to design an area that 

would be the living breathing heart 

of the new CBeebies Land called 

BIG FUN TIME. 

WHAT WE DID 



IP liaison 






Scenic build 

Prop build 

Model making 

Structural build

THE ICE CREAM FARM 

BRIEF 

To master plan the new £4million 

re-development of this family 

entertainment centre. 

WHAT WE DID 




Brand development 






Furniture design 



Scenic build 

Prop build 

Model making 


AV and technical design

Horrible Histories Maze, Warwick Castle 

BRIEF 

To create a new outdoor 

‘edu-tainment’ walk-through 

attraction for families and 

young teens based on the 

IP Horrible Histories. 

WHAT WE DID 












Scenic build 

Prop build 

Model making 



Swarm Billboard, Thorpe Park Resort 

BRIEF 

To build a billboard that the 

rollercoaster can burst through, 

so thrillseekers can experience 

a ‘near miss’ by allowing for 

the narrowest envelope. 

WHAT WE DID 

Design and Build 



Scenic build 


Steel work

LEGOLAND WINDSOR HOTEL 

BRIEF 

To design and build the front 

fascia of the new hotel which 

is themed as a LEGO castle. 

WHAT WE DID 


CAD 

Exterior design 



Scenic build 


Steel work

War of the Roses LIVE! Warwick Castle 

BRIEF 

To design and build a brand 

new live show event space for 

a spectacular jousting show 

which will be held throughout 

the day at Warwick Castle. 

WHAT WE DID 



Creative storytelling and creative 

direction 




Lighting design 


Scenic build 

Prop build 

Model making 


AV 

Show control

Merlin’s Dragons Tower 

BRIEF 

Working in partnership with Shine 

and the BBC (the TV series creators) 

and Merlin Entertainment to design 

and install a four room walk-through 

interactive attraction based on the major 

BBC1 television show “Merlin”. 

It needed to feel 100% authentic to the 

TV series but also work within the many 

challenges of a heritage site and a very 

demanding customer flow. 

WHAT WE DID 




direction 





Scenic build 

Prop build 

Model making 


AV 

Show control 

Special FX

02 Visitor Attractions / Family Entertainment Centres 

Our practice is focused on bringing a brand alive by creating a story with an interactive 

environment to engage visitors imagination. 

Our clients often approach us because they have empty spaces which require new 

attractions, have existing attractions which need re-vamping and updating or have brand new 

developments. We consult, design and build offering a full turnkey package to create a brand 

new never seen before attraction or event, creating the ultimate experience. 

PROJECT EXAMPLES

Star Wars, Rey and BB8 Set Madame Tussauds 

BRIEF 

To design and build an immersive 

experience to enhance the Rey 

and BB8 wax figures offering 

more opportunity for guests to 

feel part of the story and take 

their selfies with the characters. 

WHAT WE DID 


IP liaison 


direction 




Scenic build 

Prop build 

Model making 


The Tavern, The London Dungeon 

BRIEF 

In a desire to reinvent their retail 

offering at the end of the London 

Dungeon experience Merlin 

Entertainments commissioned 

THEME3 to conceive, design, 

project manage and build the 

London Dungeon Tavern. 

WHAT WE DID 




direction 


Costume design 

Furniture desgn and build 

Merchandise concepts 



HandS management 

Scenic build 

Prop build 

Model making 

AV and technical design 


Show control

SisI Experience Madame Tussauds Vienna 

BRIEF 

To create an entertaining experience 

that clashes the cultural and 

historical side of Vienna with 

the eccentric, by designing and 

producing a fully immersive 

and technically delivered walkthrough 

attraction with a twist. A 

brand new theatrical experience 

for Madame Tussauds. 

WHAT WE DID 




direction 


Costume design 

Furniture design and build 





Scenic build 

Prop build 

Model making 



Show control

The Vikings, The York Dungeon 

BRIEF 

To develop, design and create 

a new show that would scare 

and entertain all visitors, bring 

to life the bloodthirsty Viking 

invasion of York and become an 

innovative new show for the brand 

relaunch of The York Dungeon. 

WHAT WE DID 



Creative storytelling and direction 

Research and development 




Scenic build 

Prop build 

Model making 



Show control 

Steel work 

Special FX

THE ICE CREAM FARM 

BRIEF 

To master plan the new £4million 

re-development of this family 

entertainment centre. 

THEME3 loved doing their brand 

and character development 

right the way through to FandB 

and themed play creation. 

WHAT WE DID 













Scenic build 

Prop build 

Model making 



Horrible Histories Maze, Warwick Castle 

BRIEF 

To create a new outdoor 

‘edu-tainment’ walk-through 

attarction for families and 

young teens based on the 

IP Horrible Histories. 

WHAT WE DID 












Scenic build 

Prop build 

Model making 



Shrek’s Adventure, London 

BRIEF 

To design and build a new walkthrough 

mirror maze based and fully 

themed party rooms for private hire. 

WHAT WE DID 



direction 




Scenic build 

Prop build 

Model making 



03 WATER PARKS 

Designing Water Parks is more than selecting off the shelf equipment. 

We combine our story led approach with wet and dry interactives to create a fully 

themed immersive environment which engages imagination for a fun family experience. 

PROJECT EXAMPLE

An IP-led children’s water interactive play area, WahooO! Waterpark Baharain 

BRIEF 

To create the first dedicated IP-led 

children’s water interactive play area 

within Wahooo! Waterpark Bahrain. 

WHAT WE DID 

Consult and design 

Intellectual property advice 




Attraction design

04 FOOD and BEVERAGE 

We work with Food and Beverage teams to enhance their offering by creating 

more of an ‘experience’ for their visitors rather than just eating in a restaurant. 

We’ve designed entertaining, immersive and eye catching new restaurants, bars 

and pop ups for many clients both indoor and outdoor. 

PROJECT EXAMPLES

The Burger Van, Warwick Castle 

BRIEF 

To add an experiential travelling 

pop up for their food and beverage 

offering which needed to be in 

keeping with the Warwick Castle 

setting and their tight budget. 

WHAT WE DID 

Design and build 

Furniture desgn and build 




Scenic build 

Prop build 

Model making

Nitrogenie, Thorpe Park Resort and Alton Towers Resort 

BRIEF 

Design and build a new, fun and 

unsual pop up for the Australian 

Ice cream brand Nitrogenie which 

will be located in Thorpe Park 

Resort and Alton Towers Resort. 

WHAT WE DID 



CAD 





Scenic build

SEALIFE LONDON AQUARIUM - AQUA LAB CAFÉ 

BRIEF 

Design a brand new underwater 

café for families at SEALIFE 

London with new interactives. 

WHAT WE DID 


Story telling 



CAD 

Furniture desIgn and build 




Scenic build

Starbucks, Alton Towers Resort 

BRIEF 

To design and build a new 

coffee shop for Starbucks 

at Alton Towers Resort. 

WHAT WE DID 



CAD 





Scenic build

CBEEBIES CAFÉ, Alton Towers Resort 

BRIEF 

As part of CBEEBIES LAND a new 

Childrens Café to be desiged 

and built with an ‘outdoors in’ 

theme, with the focus on healthy 

eating in a fun environment. 

WHAT WE DID 



Story telling 


Interior design 

CAD 





Scenic build

The Champagne Bar, The London Eye 

BRIEF 

Working with Pommery and 

The London Eye to design and build 

a new Champagne Bar for guests to 

enjoy after or before a ride on the 

iconic London Eye. 

WHAT WE DID 











Scenic build 

Lighting 

COMPANY LOGO

05 THEMED ACCOMMODATION and HOTELS 

People want more than just a place to sleep! We imagine, design and build fully immersive 

hotel rooms or themed accommodation to give that added ‘wow’ to the visitors experience. 

It’s all about drawing the guests into a different world, so they can escape the day-to-day 

norm, make some magical memories and unwind after an exciting day on the park. 

PROJECT EXAMPLES

LEGO FRIENDS ROOMS, LEGOLAND WinDsor 

BRIEF 

Ten new bedrooms within the 

LEGOLAND Windsor Hotel opened in 

March 2015 based on the children’s 

brand from LEGO “Friends”. THEME3 

designed, produced and fitted all the 

furniture, graphic backdrop walls, 

props and soft furnishes within 

the rooms. The corridors were also 

branded in the FRIENDS theme. 

WHAT WE DID 


Graphic design and Install 

Installation build 

Intellectual Property management 


Prop build

The Knights Village, WaRwick Castle 

BRIEF 

To create, design and build a 

brand new magical mediaeval 

themed sleep over experience for 

the interiors of the lodges and 

the surrounding village resort. 

WHAT WE DID 



Detailed construction and drawings 


Graphic design and Print 

Prop build 

Scenic build 

Scenic paintwork 

Sculpture

CBEEBIES HOTEL ROOMS, Alton Towers Hotel 

BRIEF 

To design, build and fit all the 

furniture, graphic backdrop walls, 

props and soft furnishes within 

the rooms, based on five popular 

CBEEBIES television programmes. 

WHAT WE DID 


Graphic design and Install 


Intellectual Property management 


Prop build

BOO-TIQUE HOTEL CONCEPTS - THE DUNGEON 

BRIEF 

To conceive new innovative ideas 

to expand The Dungeons brand 

in the visitor attraction world. 

WHAT WE DID 

Design and consult 



Experiential 

Branding 

Marketing strategy 

Research and development

06 RETAIL and POP UPS 

Retail is more than just the act of buying these days it’s about being entertained whilst 

shopping, eating and/or drinking. For all our retail projects we apply our creative story approach 

into the designs to make them more of a must see attraction. 

PROJECT EXAMPLES

The Ice Cream Farm pop up, Cheshire Oakes retail outlet village 

BRIEF 

Working with our client, The Ice 

Cream Farm, we created a pop up 

that would expand the Ice Cream 

Farms FandB throughout the region 

giving more exposure to the brand 

and tasty ice creams to shoppers at 

Cheshire Oaks retail outlet village. 

We uniquely added fun physical 

play features to reflect the 

essence of the brand. 

WHAT WE DID 


Detailed design 


Prop build 


Project management

Market Street, The Edinburgh Dungeon 

BRIEF 

We were challenged to create a 

gift shop experience like no other 

and that’s what we did. Our aim 

was to create a new retail concept 

for The Dungeon brand, partnering 

expertise in shows and commercial 

delivery to maximise revenue, 

whilst giving guests a fitting end 

to the attraction experience. 

WHAT WE DID 


Storytelling 




Scenic build 

Special fx 

Model making 

Merchandise concepts

The London Eye shop, The London Eye 

BRIEF 

The London Eye had a re-brand and 

with the re-brand came a new design 

for their retail offering. THEME3 

created innovative themes to reflect 

the Eye’s exciting brand development 

and reinterpreted a space which was 

focused on ‘changing perspectives’. 

THEME3 not only designed a 

new look, but presented a fresh 

layout which would improve its 

operation and customer flow. 

WHAT WE DID 


Storytelling 




Detaled construction drawings 

Footfall analysis

Shrek’s Adventure! London, Retail 

BRIEF 

To design the shop windows for the 

attraction along the southbank. 

WHAT WE DID 

Concept design 



Prop build 

Technical 

Scenic build 

Project management

The Impulse Emporium, The Ice Cream Farm 

BRIEF 

To design an open plan retail 

experience which houses a selection 

of shops including a book store, 

a sweet shop, a gift shop and a 

toy shop in keeping with the Ice 

Cream Farm new re-brand. 

WHAT WE DID 

Concept design 



Prop build 

Technical 

Scenic build 

Project management

07 EXPERIENTIAL / PR 

We know what’s WOW now. 

Working with brands to get their message across in new, innovative, shareable ways. 

For marketing, promotional and PR campaigns - we think it, design it and if you like, build it. 

PROJECT EXAMPLES

THE ICE CREAM FARM - THE ICE CREAM TREE 

BRIEF 

To imagine and design a central 

focal point for the Ice Cream 

Farm visitor attraction which 

acts as a call to arms and a 

must see photo opportunity. 

WHAT WE DID 













Scenic build 

Prop build 

Model making 



ICE RINK THEMES for ARENA 

BRIEF 

Create a variety of themed Ice 

Rink experiences for Arena to 

sell to potential clients which 

can be used all year round. 

WHAT WE DID 


Story telling 

Conceptual desgin 

Attraction design

The London Dungeon and MAC make-up 

BRIEF 

Create a compelling proposition for 

The London Dungeon events market. 

WHAT WE DID 


Story telling 

Conceptual desgin 

Attraction design

Experiment 10, Thorpe Park Resort Fright Nights 

BRIEF 

Design and build a new travelling 

scare maze within a temporary 

structure for Thorpe Park Resort’s 

FRIGHT NIGHTS event. 

WHAT WE DID 




direction 






Scenic build 

Prop build 

Model making 


AV 

Show control

08 CONCEPTUAL IDEAS 

THEME3’s Big Ideas for trending IPS and themes. 

PROJECT EXAMPLES

BEAR GRYLLS

Game of Thrones Attraction

HUNGER GAMES

LOCATION BASED ATTRACTIONS

THE ROYAL CASTLE ATTRACTION

RED BULL HOTEL

Theme3-Presentation

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