FORREC has worked with some of the world’s
most recognisable characters and IPs. Here Steven Rhys
shares some tips on bringing those cherished worlds to life
If you were dropped into a LEGOLAND park blindfolded, you’d know exactly where you are the minute that blindfold came off. It’s obvious everywhere you look, right down to the signage and graphics, and in everything you experience. This is a prime example of a brand that has been extended to its fullest potential. The play-and-learn philosophy behind this brand is masterfully evident in every one if its theme parks around the world. Such synergy between the brand and the experience doesn’t just happen by accident.
Working with an established brand is as challenging as it is rewarding. How do you preserve the integrity of the brand while turning it into a real-life experience? How do you balance the familiar with the new and exciting? How do you attract brand loyalists? After more than 30 years’ experience working with brands like LEGO, BBC Worldwide, Nickelodeon, Universal Studios and many others, here’s what we’ve learned, summarised into four brand extension secrets.
1. Immerse yourself in the brand Get to know the brand on a cellular level. Study its DNA. Understand what makes the brand tick and what people love about it. The more you know, the easier it is to capture the essence of the brand in the environments and experiences you create for it. When FORREC took on the task of creating The Little Big Club and Heartful Party at Puteri Harbour in Johor, Malaysia, we were working with two major brands: HiT Entertainment, which owns a number of IPs, including Thomas the Tank Engine, Barney, Pingu, Bob the Builder and Angelina Ballerina; and Sanrio, which owns Hello Kitty. We became absorbed in the culture of cuteness that surrounds each of these adorable characters so that everything we created for them would be believable.
2. Create authentic experiences Once you understand the nuances of the brand, parlay that knowledge into broader, new, unexpected experiences that feel absolutely right for the brand. At Puteri Harbour, we knew that children already believe that each character is real so they are the most discerning brand loyalists. Our designs had to live up to their very high expectations. HiT Entertainment’s branded characters were born on TV so the scale of the real worlds we created had to measure up to their media counterparts. Sanrio’s Hello Kitty came from a merchandise background with very strictly defined parameters as to how the branded character can be portrayed, but we had more latitude with what her world could look like. We paid particular attention to Hello Kitty’s well-known preference for all things pink and pretty in designing her environment and the experiences within it.
3. Engage the brand loyalists and attract new fans Call them enthusiasts or call them fans, these people want to get inside the brand they love. The more zealous their devotion, the more heightened their expectations. Passivity is simply not an option. One of the most intense fan bases FORREC has ever encountered was for WWE (World Wrestling Entertainment). Studying this brand revealed that these fiercely devoted fans want to live the WWE experience to its extreme. We played up the names and personas of WWE superstars and based some of the experiences on their signature wrestling moves. The branded attraction concepts we designed are as wildly thrilling and adrenaline-pumping as stepping into the ring itself – so much so that the attractions themselves would attract a whole new legion of thrill-seeking fans.
4. Understand your market A recent theme park study revealed that, in China, there is increased interest in building branded attractions, but in a way that showcases local culture and heritage. While Western-based global brands like Disney and Universal are having a positive effect on what is the largest consumer market in the world, an Eastern-based global brand, Wanda Group, is especially adept at fulfilling the cultural goals of the Chinese government. Wanda Xishuangbanna International Resort theme park reflects the astonishing natural beauty and multicultural character of Yunnan Province, while Wanda Nanchang Outdoor Theme Park captures the unique aspects of JiangXi region. The tea trade features prominently in one park while the porcelain industry is spotlighted in the other. FORREC’s work on these projects recognises that such historical and cultural elements are integral to the Wanda brand.
There is no question that a powerful brand is a powerful tool in the hands of those who know how to use it. These four rules can help: know and respect the brand, create extended experiences that are true to it, keep the brand loyalists happy, and find the cultural heart.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2017 issue 2
Promotional feature: IDEATTACK
IDEATTACK is working on a magical destination resort in Hunan Province, China.
Founders Natasha Varnica and Dan Thomas walk us through the fairytale experience
Science centres: Sparks Fly
The Wolf Museum of Exploration +
Innovation (MOXI) is a brand new science
centre in Santa Barbara, with a refreshing
approach. CEO Steve Hinkley tells all
Theme parks: Speed Demons
PortAventura’s COO Mark Robinson on the
company’s latest investment – Ferrari Land
Promotional feature: Simworx
UK-based attractions manufacturer Simworx is building on its global
portfolio with a range of new projects in Dubai, China and Spain
Attractions: That’s the Spirit
Jameson’s visitor experience centre has
been revamped by BRC Imagination
Arts. Tom Anstey went to Dublin and
talked to the team about the project
Promotional feature: FORREC
FORREC has worked with some of the world’s
most recognisable characters and IPs. Here Steven Rhys
shares some tips on bringing those cherished worlds to life
FORREC is an entertainment design firm that creates places of escape and destinations of distinction. FORREC’s creative house has led in the design of theme parks, waterparks, mixed use + entertainment developments, resorts and attractions in more than 20 countries for over 30 years. www.forrec.com
FORREC worked with Sanrio’s Hello Kitty IP for Puteri Harbour, Malaysia
FORREC worked with the WWE brand and its passionate fan base
FORREC worke on Wanda’s Xishuangbanna park
COMPANY PROFILES
IAAPA EMEA
IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Simworx Ltd
The company was initially established
in 1997. Terry Monkton and Andrew
Roberts are the key stakeh [more...]
Clip 'n Climb
Clip ‘n Climb currently offers facility owners and
investors more than 40 colourful and unique
Cha [more...]
IDEATTACK
IDEATTACK is a full-service planning and
design company with headquarters in
Los Angeles. [more...]
FORREC has worked with some of the world’s
most recognisable characters and IPs. Here Steven Rhys
shares some tips on bringing those cherished worlds to life
If you were dropped into a LEGOLAND park blindfolded, you’d know exactly where you are the minute that blindfold came off. It’s obvious everywhere you look, right down to the signage and graphics, and in everything you experience. This is a prime example of a brand that has been extended to its fullest potential. The play-and-learn philosophy behind this brand is masterfully evident in every one if its theme parks around the world. Such synergy between the brand and the experience doesn’t just happen by accident.
Working with an established brand is as challenging as it is rewarding. How do you preserve the integrity of the brand while turning it into a real-life experience? How do you balance the familiar with the new and exciting? How do you attract brand loyalists? After more than 30 years’ experience working with brands like LEGO, BBC Worldwide, Nickelodeon, Universal Studios and many others, here’s what we’ve learned, summarised into four brand extension secrets.
1. Immerse yourself in the brand Get to know the brand on a cellular level. Study its DNA. Understand what makes the brand tick and what people love about it. The more you know, the easier it is to capture the essence of the brand in the environments and experiences you create for it. When FORREC took on the task of creating The Little Big Club and Heartful Party at Puteri Harbour in Johor, Malaysia, we were working with two major brands: HiT Entertainment, which owns a number of IPs, including Thomas the Tank Engine, Barney, Pingu, Bob the Builder and Angelina Ballerina; and Sanrio, which owns Hello Kitty. We became absorbed in the culture of cuteness that surrounds each of these adorable characters so that everything we created for them would be believable.
2. Create authentic experiences Once you understand the nuances of the brand, parlay that knowledge into broader, new, unexpected experiences that feel absolutely right for the brand. At Puteri Harbour, we knew that children already believe that each character is real so they are the most discerning brand loyalists. Our designs had to live up to their very high expectations. HiT Entertainment’s branded characters were born on TV so the scale of the real worlds we created had to measure up to their media counterparts. Sanrio’s Hello Kitty came from a merchandise background with very strictly defined parameters as to how the branded character can be portrayed, but we had more latitude with what her world could look like. We paid particular attention to Hello Kitty’s well-known preference for all things pink and pretty in designing her environment and the experiences within it.
3. Engage the brand loyalists and attract new fans Call them enthusiasts or call them fans, these people want to get inside the brand they love. The more zealous their devotion, the more heightened their expectations. Passivity is simply not an option. One of the most intense fan bases FORREC has ever encountered was for WWE (World Wrestling Entertainment). Studying this brand revealed that these fiercely devoted fans want to live the WWE experience to its extreme. We played up the names and personas of WWE superstars and based some of the experiences on their signature wrestling moves. The branded attraction concepts we designed are as wildly thrilling and adrenaline-pumping as stepping into the ring itself – so much so that the attractions themselves would attract a whole new legion of thrill-seeking fans.
4. Understand your market A recent theme park study revealed that, in China, there is increased interest in building branded attractions, but in a way that showcases local culture and heritage. While Western-based global brands like Disney and Universal are having a positive effect on what is the largest consumer market in the world, an Eastern-based global brand, Wanda Group, is especially adept at fulfilling the cultural goals of the Chinese government. Wanda Xishuangbanna International Resort theme park reflects the astonishing natural beauty and multicultural character of Yunnan Province, while Wanda Nanchang Outdoor Theme Park captures the unique aspects of JiangXi region. The tea trade features prominently in one park while the porcelain industry is spotlighted in the other. FORREC’s work on these projects recognises that such historical and cultural elements are integral to the Wanda brand.
There is no question that a powerful brand is a powerful tool in the hands of those who know how to use it. These four rules can help: know and respect the brand, create extended experiences that are true to it, keep the brand loyalists happy, and find the cultural heart.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2017 issue 2
Promotional feature: IDEATTACK
IDEATTACK is working on a magical destination resort in Hunan Province, China.
Founders Natasha Varnica and Dan Thomas walk us through the fairytale experience
Science centres: Sparks Fly
The Wolf Museum of Exploration +
Innovation (MOXI) is a brand new science
centre in Santa Barbara, with a refreshing
approach. CEO Steve Hinkley tells all
Theme parks: Speed Demons
PortAventura’s COO Mark Robinson on the
company’s latest investment – Ferrari Land
Promotional feature: Simworx
UK-based attractions manufacturer Simworx is building on its global
portfolio with a range of new projects in Dubai, China and Spain
Attractions: That’s the Spirit
Jameson’s visitor experience centre has
been revamped by BRC Imagination
Arts. Tom Anstey went to Dublin and
talked to the team about the project
Promotional feature: FORREC
FORREC has worked with some of the world’s
most recognisable characters and IPs. Here Steven Rhys
shares some tips on bringing those cherished worlds to life
FORREC is an entertainment design firm that creates places of escape and destinations of distinction. FORREC’s creative house has led in the design of theme parks, waterparks, mixed use + entertainment developments, resorts and attractions in more than 20 countries for over 30 years. www.forrec.com
FORREC worked with Sanrio’s Hello Kitty IP for Puteri Harbour, Malaysia
FORREC worked with the WWE brand and its passionate fan base
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
+ More news
COMPANY PROFILES
IAAPA EMEA IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Simworx Ltd The company was initially established
in 1997. Terry Monkton and Andrew
Roberts are the key stakeh [more...]
Clip 'n Climb Clip ‘n Climb currently offers facility owners and
investors more than 40 colourful and unique
Cha [more...]
IDEATTACK IDEATTACK is a full-service planning and
design company with headquarters in
Los Angeles. [more...]
