Image Credit: Legoland Shanghai
Behind the Bricks – LEGOLAND Shanghai
The World’s Biggest LEGOLAND. Our Boldest Graphics Rollout Yet.
LEGOLAND® Shanghai Resort has officially opened its gates, and it’s already made global headlines as the largest LEGOLAND in the world, spanning an epic 318,000 m².
From the moment you arrive to the moment you check out, every surface tells a story and we’re proud to have played a part in bringing the magic to life.
Working closely with Merlin Entertainments and LEGO®, we were appointed to deliver floor-to-ceiling themed graphics across the entire resort. That included everything from immersive hotel room wraps to playful wayfinding, eye-catching exterior treatments and imaginative environmental graphics throughout the park.
This wasn’t just about looking good (although it definitely does). It was about building a seamless, story-driven visitor experience that felt authentically LEGO® at every turn.
A Visual Experience from Arrival to Check-Out
With more than 75 rides, shows and attractions, a 250-room LEGO-themed hotel, and an astonishing 85 million LEGO bricks, the scale of this resort was unlike anything the team had tackled before.
We delivered:
- Hundreds of LEGO®-themed hotel rooms, each uniquely wrapped
- Bars, restaurants and retail spaces with custom-designed, location-specific creative
- Ride zones and interactive experiences, seamlessly integrating graphic elements into the wider themed environments
- Exterior façades and window vinyls that set the tone on arrival
- Reception areas, gyms, guest facilities (yes, including toilets and changing rooms!)
- Street furniture, signage, and wayfinding to keep the LEGO® story flowing throughout the entire site
“The scale and detail of this project were immense but also incredibly rewarding,” says Steve, Senior Account Manager. “Our focus was on meeting the extensive graphic requirements and ensuring every element delivered on the creative vision. The collaboration with Merlin and Lego was seamless from day one, a true team effort.”
The Dream Team Behind The Graphics
This was a true team delivery, led by Steve and brought to life by a stellar cast of designers and artworkers. Dean, Mike and Laura played a major role in delivering hundreds of assets, ensuring everything met brand standards while remaining fun, playful and perfectly pitched for the audience.
Designing at Scale: Navigating a Constantly Evolving Site
The 318,000 m² LEGOLAND® Shanghai site presented significant challenges, especially in navigating a constantly evolving set of plans. From the outset, the team was dealing with a high volume of revisions, often daily, requiring close coordination across multiple teams and disciplines.
One of the most valuable tools in managing this complexity was the AutoCAD walkthrough shared early in the process. By defining a camera path through the 3D model, the team could take a simulated tour of the resort, gaining a far clearer understanding of the spatial layout than 2D plans could provide. This immersive view was a game-changer, not just for design decisions, but also for presentations and internal reviews.
“The 3D walkthrough helped us visualise the guest journey and catch design issues early, something that wouldn’t have been possible with flat drawings alone,” says Dean Meyer, Creative Artworker.
The technical demands were equally ambitious. From rendering large volumes of themed assets to working with complex textures, including bespoke carpet designs for hotel and lobby areas, the project pushed our in-house systems to the limit.
“It really stretched my understanding of large-scale site development,” Dean adds. “And it proved just how critical the right digital tools are in bringing themed environments like this to life.”
One Resort. One Giant LEGO® Playground.
For the Attractions team, this was a huge project, one that blended creativity, craft and coordination at every level.
The result? A bold, bright, brilliantly immersive environment that delivers on fun, functionality and full-on LEGO® energy.
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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
Let's start
something
Want to talk to us about a project?
Just get in touch, we'd love to chat.
Send an email to hello@fluroltd.com
Ring on 01628 525 449