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Everything goes dark.
You’re strapped in tight, and smoke fills the space as the glowing red veins of the beast pulsate overhead.
Your pulse quickens and you’re in the zone, ready to feel the thrill of the latest incarnation of the world-famous Nemesis rollercoaster at Alton Towers.

So many factors go into creating the perfect ride experience. As ride fans and YouTube reviewers passionately weigh in on their favourites, ‘theming’ always plays a huge part of their commentary. Few names inspire excitement like Nemesis at Alton Towers, so we knew that when we took on this theming project, the stakes would be sky-high for the rebirth of this legendary coaster.

Where it all began…

Nemesis Reborn was spearheaded by John Burton, a prominent figure in the theme park industry. Known for his work on Gardaland and other Merlin Entertainments parks, John reached out to us after a recommendation from a mutual contact. His goal was to breathe new life into Nemesis, a ride that has captivated visitors since the 90s.

Exploring the Vision

Our involvement required a comprehensive approach, starting with the design and branding for the newly revamped ride. Our team was tasked with designing new wayfinding signage, themed graphics for the queue lines, and branding for the food and beverage units operated by Aramark within Forbidden Valley.

One of the most exciting aspects was the creative freedom we had. While maintaining the core theme and operational signage requirements, we had the freedom to develop content that enriched the story of the ride. The narrative centred around an alien experiment gone awry, which resulted in the Nemesis becoming faster and more thrilling than ever.

Crafting the narrative

Our design approach extended beyond mere visuals. We created an immersive experience with storytelling elements that would play out through the length of the queue lines. The concept of Nemesis being reborn and more formidable allowed us to draw inspiration from sci-fi and horror genres, reminiscent of classics like “Alien” and “Stranger Things.”

One notable feature was the surveillance unit within the queue, designed to look like a research container ripped open by the alien. We filled the unit’s interior with posters, clipboards, and other thematic elements, we even incorporated our team’s names as part of the storyline. “The clipboard inside the unit had a list of names that we managed to include our names on” says Steve, Senior Account Manager, “All of us are shown as signed in and out, except for Mat, who is still sadly missing! We suspect he’s been taken by the alien.”

Working with Stakeholders

Being part of this exciting project required seamless collaboration with multiple stakeholders, including Merlin Entertainments and Aramark. Our contributions ranged from designing to printing graphics. “The scale of the project was immense” says Senior Designer Nikki, “we created 150 assets for various themed areas and food units.”

We worked closely with the Alton Towers team to ensure our designs aligned with their vision and operational needs. Regular consultations and feedback loops ensured that every element met the high standards required for such an iconic attraction. “The pressure to keep everything under wraps was huge” says Nikki, “especially given the scale of the project and the enthusiasm of the dedicated coaster ride fans out there. With thousands of people expected to experience it, maintaining secrecy was crucial.”

Custom Design Solutions

Along with creating digital assets to enhance the new ride we also worked on theming the food outlets around the attraction. Each food and beverage unit within the Forbidden Valley was given a distinct theme that ties into the overall narrative of Nemesis. We crafted bespoke menus, signage, and décor that reflect the alien invasion storyline, all working together to enhance the immersive experience.

A Smooth Ride

Despite the project’s complexity, it progressed smoothly, thanks to our team’s expertise and the collaborative spirit of all involved. The older age demographic of Nemesis fans allowed us to explore darker themes, making the design process both challenging and rewarding.

Revamping Nemesis has been an exhilarating journey for our team. The fusion of creative freedom, storytelling, and meticulous design has culminated in an experience that stands out in the world of theme parks. As Nemesis Reborn continues to thrill visitors, we’re proud to have played a part in its legacy, creating an adventure that will be remembered for years to come.

‘Fluro did a brilliant job on the creative themed signs for our Nemesis Reborn project at Alton Towers Resort, capturing the storytelling and world-building elements that brought the experience to life.’ John Burton – Creative Lead, Resort Theme Parks Division. Merlin Magic Making – Merlin Entertainments