The process of designing a story, ride, experience or masterplan starts with analyzing. The creative process needs to be fed by the preconditions of the project: existing identity of the park, commentary of the clients, target group(s), number of visitors, budget, available space and dreams.

The next step is all about translating. Each of the preconditions needs to be translated in visual elements, to express the emotions they include and to step away from the project to create the space to design. The result is a real melting pot of all collected visual impressions stirred by analyses.

Creating is the personal interpretation of that melting pot. You are filtering the main emotion(s) and express those in a new way, which will be understand by the target group(s) you focus on. This will be the concept idea, the start of new experience.

The concept idea will be presented to the client by a description of the guest’s experience, eventually supported by some sketches or pictures. After evaluation, the experience will be further developed and visuals will be made. In the next steps the design will be detailed, to be able to produce the experience and finally to program it.