Nemesis – A Legend Reborn
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
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Image courtesy of Cadbury World
Bringing Cadbury History to Life
Who doesn’t love chocolate? At Fluro, we sure do! That’s why we were thrilled to partner with Merlin Entertainments, Cadbury World & Mondelez International recently to transform their rich history into a deliciously fun and immersive experience for visitors of all ages. This collaboration was not just about facts and figures but about creating magical moments that delight and educate visitors.
Merlin, Mondelez and Magic
When Merlin Entertainments came to us with the idea of spicing up their Cadbury World attraction, we knew we had something special on our hands. Our mission: to turn historical facts into engaging stories that would captivate visitors, especially families. We were ready to mix our theming expertise with a whole lot of creativity to make history as irresistible as their chocolate.
We worked directly with Theodore Papadopoulos from Merlin Magic Making, who came to us with the theme book. Theo was in direct contact with Mondelez International, who owns the Cadbury brand, and made sure that what we proposed was approved by all key stakeholders.
Merlin Entertainments and Mondelez International were great partners, making sure that the final design met their expectations, whilst giving us room for creativity.
Teaming up with the Cadbury Historian
Cadbury historian and Education Manager Colin Pitt was our tour guide to the past for this project. His passion, knowledge and insight were the secret ingredients we needed to help bring historical facts to life. With his help, we took a deep dive into the Cadbury story, from its humble beginnings as grocery shop in 1824, to its present-day status as the UK’s favourite chocolate brand. Colin’s passion for the Cadbury legacy was infectious and became the cornerstone of our theming project.
Colin Pitt, Education and Heritage Manager at Cadbury World, said
“Working on the renovation of the Bournville Experience was a dream come true for me. It was fantastic to work so closely with the Fluro team to bring the rich history of Bournville village and the Cadbury family to life with such engaging visuals. Since the zone opened, we’ve had some really positive feedback from our guests, and we’re looking forward to continuing to be a part of the Cadbury legacy, welcoming lots of families to enjoy Cadbury World for many years to come.”
From Heritage to Have-a-go
The Bournville Experience zone was previously a rather dry collection of facts and memorabilia, featuring a basic timeline on a white foam board. The team at Merlin knew this area needed to be revamped, and it needed more than a light sprinkling of creativity.
Our attractions team transformed this space into an intimate and inviting experience rich with warmth, colour and graphic detail. The Bournville Experience now hosts engaging displays which bring Cadbury history to life with the love and attention it deserves. “Knowing how much this project meant to Colin” says Nikki Derry, Senior Attractions Designer, “it felt really good to be able to deliver an experience that reflected his incredible enthusiasm.”
The Have a Go Zone interactive zone allows visitors to try doodling in chocolate and chocolate tempering. While most of the Have a go Zone featured 3D theming, we added our touch with vibrant signage and fun table wraps. These enhancements made the zone more inviting and engaging, ensuring a sweet experience for all.
From theme book to reality, we helped to make the Cadbury World transformation happen:
Enhancing the Magic of Cadbury World’s Dark Ride
We also contributed to “Cadbury Chocolate Quest” the new indoor dark ride. This slow-moving, interactive ride offers visitors an immersive chocolate-themed adventure. Our theming contributions to this ride included wall graphics, pathway designs, queue line posters and operational signage within the area, ensuring that the ride was seamlessly integrated with the rest of the attraction.
The Importance of Theming in Museums and Visitor Attractions
Museums and exhibitions often grapple with the challenge of presenting narratives in a way that captivates and engages visitors of all ages. Traditional displays can sometimes fall short, failing to evoke the emotional and sensory connection needed to bring history to life. This is where creative theming is crucial. By integrating visually dynamic elements, theming transforms static information into a compelling story where visitors can experience the narrative. This makes learning the history more memorable, meaningful and much more engaging.
“Theming breathes life into exhibits, turning passive observation into an active, engaging journey through time,” says our Senior Designer, Nikki. “It’s all about making history not just visible but tangible, creating a multi-sensory experience that resonates with visitors.”
Ready to Transform Your Space?
At Fluro Attractions, we believe in the power of storytelling and detailed theming to create unforgettable experiences. Whether you’re looking to revamp a museum, an exhibition, or any visitor attraction, we can help bring your narratives to life in a way that captivates and engages your audience. Contact us today to learn more about our theming services.
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Image courtesy of Alton Towers Resort
How big is Bluey?
There’s something special about Bluey. The light-hearted Australian series seems delightfully simple on the surface, but fans know all too well that it captures the emotional complexities of family life; the laughs, the tears and all the feelings in between.
That’s why we love it and why our kids love it.
So, when we were invited to work with Merlin Entertainments and Studios North to develop the first ever Bluey-themed rooms for CBeebies Land in Alton Towers, we were filled with excitement. And to be honest, we were also a little bit scared. Because we knew we were working with a very special, much-loved character.
Starting with a Vision
The brief landed on our desks in January, and we were tasked with making Bluey and her crew live larger-than-life, in the physical space of the hotel rooms. Following successful collaborations on the Nemesis rollercoaster and Cadbury World, Merlin Entertainments had confidence in our IP expertise and they knew Bluey was in safe hands.
Translating Bluey’s World to Reality
The process kicked off with detailed architectural drawings of two room types: a standard room and a suite. We worked closely with the team at Studios North, who provided us with a theme book outlining the visual intentions for the space. This theme book served as a crucial guide for quoting the scope of work and ensuring the designs were achievable.
“Creating the first-ever Bluey-themed hotel room meant that we were the first team to set the boundaries of scale” says Nikki, the Senior Designer of the Theming team at Fluro. “We had to figure out how the characters would come to life in a real-world setting and interact seamlessly within the confines of a hotel room.”
The first challenge was deciding on Bluey’s height relative to a standard bed. We used creative problem-solving to make sure we provided enough room for the characters to come to life, while maintaining their proportions in the overall aesthetics.
“We wanted to make sure all the assets and elements worked together perfectly” says Nikki, “our goal was to create a fun and inviting space for kids who love the show and for adults who appreciate its charm.”
Collaborating with Brand IP: Creativity within Boundaries
“Working with a brand’s intellectual property is a balancing act of knowing how to be creative within the strict guidelines that we’re given” says Steve, the Theme Team’s Senior Account Manager. “Bluey, was a new IP for us, and so this first project demanded very close attention to the brand guidelines approved by the licensor. Despite these constraints, we found ways to inject fun and interactivity into the room’s design. For example, we suggested dynamic poses for characters to make the space more engaging.”
The Long Dog
A particularly enjoyable element was incorporating “Long Dog,” a hidden character from the show that fans enjoy finding. By hiding the Long Dog in the design of the room, we created a layer of interactivity that delighted the first guests and enhanced their experience. In fact, we hid it so well that some guests haven’t been able to find it! We asked our Senior Designer Nikki who hid the Long Dog herself, if she could share a clue about where it’s hiding…“it’s not a flower, root or stem, can you find the hidden gem?”
We pride ourselves on our ability to take beloved characters and stories and transform them into joyful experiences. For the Fluro Theme Team, there’s no challenge too tough. We have the creative flair, the technical expertise and the IP experience to create a smooth journey from theme book to grand opening.
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Want to talk to us about a project?
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Send an email to hello@fluroltd.com
Ring on 01628 525 449