The traditions, beauty and mysteries of China’s rich culture are at the heart of IDEATTACK’s new mixed-used tourism destination – with a healthy dose of high technology, futuristic fantasy and time travel
The Voyages of Discovery is a boat ride and special effects theatre attraction based on seven expeditions of the admiral Zheng He
What is the project? The project, entitled Timeless China, is a cultural experience park which is inspired by the timeless values of the Chinese cultural heritage.
Where is it? Timeless China is located 35km (22 miles) from the centre of Beijing, on the way to the most-visited section of the Great Wall at Badaling. The theme park is part of Beijing Outlets World, a large complex that also includes a shopping mall, a resort and a conference centre.
What’s your role on the project? IDEATTACK has designed all stages of the project, from the overall concept to the smallest details.
When does it open and how much is it costing? It opens in the first half of 2016 and the budget is $150m to $200m (£97m to £129m, €133m to €177m).
What is the aim of the attraction? Most of Timeless China’s attractions are inspired by important historical events and highlights of Chinese history, interwoven with local legends and myths. Some of the attractions are inspired by the future. The park is envisioned as a “time machine” that enables visitors to experience the fourth dimension with the help of high technology. The idea was to connect the attractions with the limitless possibility of travel within China, without temporal or spatial limitations. Some of the attractions are dedicated to Beijing as the capital city. Each attraction is a “technological fantasy”, a simulation of future technology.
Who is the target audience? Both local people and domestic and international tourists.
How big is the attraction? It’s a 76,000sqm (818,000sq ft) site, and approximately half of the site will be built on (32,500sqm, 350,000sq ft). Between 1.5 million and 1.8 million people are forecast to visit every year.
Can you describe your design? The architectural style of the park follows the idea of the “limitless” nature of the attractions and symbolises a passage between past, present and future. The architectural forms, colours, textures and shapes of the buildings are a combination of stylised old and new forms, forming a new and distinct, eternal architectural form.
Timeless China has two entrances: one in the north and one in the south, following the symbolism of feng shui principles. The theme park will be divided into two zones, one with indoor attractions with partially covered walkways and another completely outdoor area with outdoor attractions.
The layout of the theme park is designed to transform the relatively small area of 76,000sqm into a very diverse and, from the point of view of the visitors, much larger area. The configuration of pathways makes it look much bigger than it actually is, and there is additionally a second-level walking area in the central part of the park, connected by three bridges. Every part of the project will have a green, individually designed landscape to fit the overall space-time vortex theme.
As part of the wider concept, the environment is very important and in itself plays the role of an attraction. Timeless China has a wide range of unique retail and food offerings. One of the areas of the park is specially dedicated to the concept of organic food and a healthy lifestyle and this concept is present throughout the park.
What was your inspiration? The inspiration was Chinese cultural heritage. The inspiration for the concept design is a vortex of time, a trans-dimensional spiral that connects different points in space and time.
What do you want to achieve? Our goal is to develop a world-class theme park in China and to create a unique IP for the park without using existing established brands.
What themes and motifs are you using? Important historical events from Chinese history, Chinese myths and legends, modern technology and the simulation of future technology.
What materials are being used? Who are the suppliers? Most materials are sourced and supplied in China, with a couple of foreign suppliers. Wherever possible we use natural materials such as wood, brick and stone, but also technological materials such as bioplastic façade, composite panels with natural wood, polyurethane and polystyrene foam facade elements, polyolefin plastics, non-transparent Plexiglas and artificial and natural grass for covering the roofs.
Is this typical of IDEATTACK’s approach to design and design philosophy? For us, every project is different. We don’t have a typical approach.
IDEATTACK specialises in “one-of-a-kind” attractions. How is this one-of-a-kind? Here, for the first time, we have a fusion of two of the latest concepts: a commercial development and lifestyle centre, and a story-based attraction inspired by local heritage.
The theme park is designed to introduce a human-scale environment into a huge city, and to create something unique by building an original IP for the park.
The interpretation of historical events and legends is also original. We didn’t create literal replicas of historical events, myths and themeing, but modern interpretations to appeal to a modern audience.
Is this a modern/cutting-edge attraction? Timeless China is modern in terms of technology and ride systems used in the attraction and in its abstract interpretation of historical heritage.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2015 issue 4
Attractions: Gone, Not Forgotten
We find out what people thought of
Dismaland, Banksy’s twisted theme park
and contemporary art attraction – and
talk to one of the Dismal Stewards
Promotional feature: IdeAttack
Mysteries of China’s rich culture are at the heart of IDEATTACK’s new mixed-used tourism destination
Zoos & Aquariums: Turn over a New Reef
The Florida Aquarium is teaming
up with the National Aquarium of
Cuba in a bid to save and restore
the region’s precious coral reefs
IDEATTACK brings architecture and entertainment design together to create large-scale, mixed-use leisure tourism projects. Founded in 2004 by Natasha Varnica and Dan Thomas, the Los Angeles-based company creates high quality, original and profitable attractions on a realistic budget. The service includes all stages of project development, from masterplanning and concept design to brand design and construction supervision.
Voyages of Discovery attraction at Timeless China, near Beijing
IDEATTACK designed all details, such as mascots
and logos
COMPANY PROFILES
Sally Corporation
Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
QubicaAMF UK
QubicaAMF is the largest and most
innovative bowling equipment provider with
600 employees worldwi [more...]
Polin Waterparks
Polin was founded in Istanbul in 1976. Polin
has since grown into a leading company in
the waterpa [more...]
Simworx Ltd
The company was initially established
in 1997. Terry Monkton and Andrew
Roberts are the key stakeh [more...]
The traditions, beauty and mysteries of China’s rich culture are at the heart of IDEATTACK’s new mixed-used tourism destination – with a healthy dose of high technology, futuristic fantasy and time travel
The Voyages of Discovery is a boat ride and special effects theatre attraction based on seven expeditions of the admiral Zheng He
What is the project? The project, entitled Timeless China, is a cultural experience park which is inspired by the timeless values of the Chinese cultural heritage.
Where is it? Timeless China is located 35km (22 miles) from the centre of Beijing, on the way to the most-visited section of the Great Wall at Badaling. The theme park is part of Beijing Outlets World, a large complex that also includes a shopping mall, a resort and a conference centre.
What’s your role on the project? IDEATTACK has designed all stages of the project, from the overall concept to the smallest details.
When does it open and how much is it costing? It opens in the first half of 2016 and the budget is $150m to $200m (£97m to £129m, €133m to €177m).
What is the aim of the attraction? Most of Timeless China’s attractions are inspired by important historical events and highlights of Chinese history, interwoven with local legends and myths. Some of the attractions are inspired by the future. The park is envisioned as a “time machine” that enables visitors to experience the fourth dimension with the help of high technology. The idea was to connect the attractions with the limitless possibility of travel within China, without temporal or spatial limitations. Some of the attractions are dedicated to Beijing as the capital city. Each attraction is a “technological fantasy”, a simulation of future technology.
Who is the target audience? Both local people and domestic and international tourists.
How big is the attraction? It’s a 76,000sqm (818,000sq ft) site, and approximately half of the site will be built on (32,500sqm, 350,000sq ft). Between 1.5 million and 1.8 million people are forecast to visit every year.
Can you describe your design? The architectural style of the park follows the idea of the “limitless” nature of the attractions and symbolises a passage between past, present and future. The architectural forms, colours, textures and shapes of the buildings are a combination of stylised old and new forms, forming a new and distinct, eternal architectural form.
Timeless China has two entrances: one in the north and one in the south, following the symbolism of feng shui principles. The theme park will be divided into two zones, one with indoor attractions with partially covered walkways and another completely outdoor area with outdoor attractions.
The layout of the theme park is designed to transform the relatively small area of 76,000sqm into a very diverse and, from the point of view of the visitors, much larger area. The configuration of pathways makes it look much bigger than it actually is, and there is additionally a second-level walking area in the central part of the park, connected by three bridges. Every part of the project will have a green, individually designed landscape to fit the overall space-time vortex theme.
As part of the wider concept, the environment is very important and in itself plays the role of an attraction. Timeless China has a wide range of unique retail and food offerings. One of the areas of the park is specially dedicated to the concept of organic food and a healthy lifestyle and this concept is present throughout the park.
What was your inspiration? The inspiration was Chinese cultural heritage. The inspiration for the concept design is a vortex of time, a trans-dimensional spiral that connects different points in space and time.
What do you want to achieve? Our goal is to develop a world-class theme park in China and to create a unique IP for the park without using existing established brands.
What themes and motifs are you using? Important historical events from Chinese history, Chinese myths and legends, modern technology and the simulation of future technology.
What materials are being used? Who are the suppliers? Most materials are sourced and supplied in China, with a couple of foreign suppliers. Wherever possible we use natural materials such as wood, brick and stone, but also technological materials such as bioplastic façade, composite panels with natural wood, polyurethane and polystyrene foam facade elements, polyolefin plastics, non-transparent Plexiglas and artificial and natural grass for covering the roofs.
Is this typical of IDEATTACK’s approach to design and design philosophy? For us, every project is different. We don’t have a typical approach.
IDEATTACK specialises in “one-of-a-kind” attractions. How is this one-of-a-kind? Here, for the first time, we have a fusion of two of the latest concepts: a commercial development and lifestyle centre, and a story-based attraction inspired by local heritage.
The theme park is designed to introduce a human-scale environment into a huge city, and to create something unique by building an original IP for the park.
The interpretation of historical events and legends is also original. We didn’t create literal replicas of historical events, myths and themeing, but modern interpretations to appeal to a modern audience.
Is this a modern/cutting-edge attraction? Timeless China is modern in terms of technology and ride systems used in the attraction and in its abstract interpretation of historical heritage.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2015 issue 4
Attractions: Gone, Not Forgotten
We find out what people thought of
Dismaland, Banksy’s twisted theme park
and contemporary art attraction – and
talk to one of the Dismal Stewards
Promotional feature: IdeAttack
Mysteries of China’s rich culture are at the heart of IDEATTACK’s new mixed-used tourism destination
Zoos & Aquariums: Turn over a New Reef
The Florida Aquarium is teaming
up with the National Aquarium of
Cuba in a bid to save and restore
the region’s precious coral reefs
IDEATTACK brings architecture and entertainment design together to create large-scale, mixed-use leisure tourism projects. Founded in 2004 by Natasha Varnica and Dan Thomas, the Los Angeles-based company creates high quality, original and profitable attractions on a realistic budget. The service includes all stages of project development, from masterplanning and concept design to brand design and construction supervision.
Voyages of Discovery attraction at Timeless China, near Beijing
IDEATTACK designed all details, such as mascots
and logos
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
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.
+ More news
COMPANY PROFILES
Sally Corporation Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
QubicaAMF UK QubicaAMF is the largest and most
innovative bowling equipment provider with
600 employees worldwi [more...]
Polin Waterparks Polin was founded in Istanbul in 1976. Polin
has since grown into a leading company in
the waterpa [more...]
Simworx Ltd The company was initially established
in 1997. Terry Monkton and Andrew
Roberts are the key stakeh [more...]
