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.
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
Creativity Meets Chocolate
Bringing Cadbury World’s Retail Experience to Life: Phase 2
Building on our first phase of transforming the Bournville Experience, we’re excited to share the next chapter of our collaboration with Cadbury World, Merlin and Mondelez International. This time, our focus was on reimagining the visitor retail and experience spaces.
“In collaboration with Cadbury World and Merlin, we were tasked to help create a visual journey that continues the storytelling we began in the first phase. Each graphic is designed to not just decorate a space, but to enhance the visitor’s connection with the Cadbury brand.” Nikki, Senior Attractions Designer.
Key Areas of Transformation
Our latest project encompassed multiple key areas:
– The Cadbury World Shop – the biggest Cadbury shop to date!
– Cadbury World Cafe
– Chocolatier Demonstration area
Beyond the primary areas, we also created graphics for areas along the visitor journey, ensuring a consistent and engaging visual narrative throughout the Cadbury World experience.
Blending Storytelling and Design
“It’s about finding that sweet spot between informative design and brand storytelling. Our graphics needed to feel like a natural extension of the Cadbury World experience.” Steven, Senior Account Manager.
We focused on creating custom wall graphics and display unit headers that capture the playful, historical, and innovative spirit of Cadbury. Each design element was carefully crafted to guide visitors, provide context, and most importantly, spark joy and curiosity.
A New Look for the Cadbury World Shop
The Cadbury World Shop, in particular, received a comprehensive visual makeover. Our graphics help to transform what could be a simple shopping space into an immersive brand experience, continuing the narrative established in the Bournville Experience zone.
“Every graphic tells a story, whether it’s a display header in the Cadbury World shop or a wall graphic in the café, we’re inviting visitors to dive deeper into the world of Cadbury.” Nikki, Senior Attractions Designer.
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
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.
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