Technogym
Technogym
Technogym

Merlin's Nick Varney: Shrek will 'mark a new level' for IP attractions

by Jak Phillips | 26 Mar 2014

Merlin Entertainments CEO Nick Varney has revealed the latest developments for the Shrek-themed attraction set to open in London next year and believes it will “mark a new level in the way location-based entertainment and intellectual property work together.”

Speaking at the company’s London Dungeons attraction on the eve of the 9th TiLEzone London seminar, he said the Merlin Magic Making team are already working closely with Dreamworks Animation to create entirely new content, including fresh storylines, scripts and animation.

Despite the Dungeons’ macabre setting, complete with blood-stained walls, chains and live rats, Varney seemed eager to ensure his short, punchy speech was the one thing that didn’t make the audience think of torture.

He said the Shrek attraction – of which Merlin plans to roll-out five further sites worldwide between now and 2023 – would be situated at County Hall on London’s South Bank, slotting in next to the Dungeons, Sea Life Aquarium and London Eye to form a formidable phalanx of Merlin attractions.

“This is not just a standard licensing agreement where we pay some money and then have someone dressed up as Shrek or Kung-Fu Panda,” he said. “As well as all the traditional and new types of technology and special effects on the rides that we put into it. It will mark a new level in the way that location-based entertainment and intellectual property work together.”

The 2,000sq m (21,500sq ft) attraction will be based around a completely new story written by the DreamWorks team and will include characters from Shrek, as well as others from Madagascar, Kung Fu Panda and How to Train Your Dragon. In addition, there will be a rotating exhibition area for various DreamWorks releases and a branded retail outlet.

Varney and the Merlin team were the subject of an in-depth and exclusive profile in the Q1 edition of Attractions Managment entitled How to build a $6bn company. To read the piece, click here.

Merlin Entertainments CEO Nick Varney has revealed the latest developments for the Shrek-themed attraction set to open in London next year and believes it will “mark a new level in the way location-based entertainment and intellectual property work together.” Speaking at the company’s London Dungeons attraction on the eve of the 9th TiLEzone London seminar, he said the Merlin Magic Making team are already working closely with Dreamworks Animation to
TAW,VAT,PHR
Merlin CEO Nick Varney has enjoyed an eventful six months, leading the company through an IPO for which it won won ‘New Company of The Year 2013’ at the London Stock Exchange PLC Awards
More news
News stories: 1 - 30 of 7635     
 
 
 
News stories: 1 - 30 of 7635     
 
 
 
company profile
Company profile: Polin Group
Market leader in design, manufacturing and installation of waterslides and water leisure developments.
videos
BluGalaxy a Division of Blu Spas
Blu Spas
This animation showcases the beautiful concept design of BluGalaxy Spa.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
The project to restore Houson’s Memorial Park is ongoing
Thomas Woltz
"I am very proud of stewarding the largest public space to be built in Manhattan in a century"

The Wall Street Journal’s Design Innovator of the Year on designing the gardens at Hudson Yards and looking to the Native Americans for ideas on how to create a resilient future

The Smog Free Project turns smog into jewellery
"I want to demonstrate that creativity is our true capital as humans "

Rather than feeling fearful and helpless about the future, we must design a way out of the environmental problems we have created, argues the innovative Dutch designer, artist and inventor Daan Roosegaarde

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
Interview: John McElgunn and Stephen Barrett
Stephen Barrett (left) 
and John McElgunn (right) were both made partners at RSHP in 2016
"Leisure space – public space – is at the very root of democracy, and architecture is about democracy"

As RSHP completes its latest cultural project, we speak to two of its partners about why Richard Rogers isn’t leaving his succession to chance

Ritz-Carlton Reserve Dorado Beach
Scott Lee became president of SB Architects in 2000. Tracy Lee founded TLee Spas in 2015
"We design to connect the guest to the place, positioning people at the centre of the design"

Architect Scott Lee and spa consultant Tracey Lee on marrying the worlds of design and wellness in a series of interesting projects

features
Elina Grigoriou
"Temperature, noise level and colour affect our stress levels. As designers we should be asking ourselves, how do these things match up?"

The London-based interior designer and wellness expert hopes her new book will help readers understand how to design with wellbeing in mind

Earthy tones and natural materials create a relaxed feel
"Sam was such a champion for the team, and my goal is simply to carry that same torch"

As Blackberry Mountain resort opens in Tennessee, we find out why the project is a deeply personal one for owner Mary Celeste Beall

cladkit product news
Jaffe Holden helps bring Academy Museum of Motion Pictures alive
Jaffe Holden provided architectural acoustics for the Academy Museum
Magali Robathan
Acoustical consulting firm Jaffe Holden provided architectural acoustics and audio/video design services for the recently opened Academy Museum of Motion ...
Fabio Alemanno Design uses elegant semi-precious stones to create memorable spa experiences
Alemanno believes the stones are well-placed in the spa environment thanks to their capacity to positively support physical and mental health
Megan Whitby
Fabio Alemanno Design has expanded its collection with semi-precious stones to enhance spas, wellness facilities, hotels and private residences. The ...
Cosm unveils Experience Centre with ‘one of a kind’ LED dome
The new Experience Centre houses a 20m LED dome
Magali Robathan
Cosm, a global technology company that builds end-to-end solutions for immersive experiences, has unveiled its Experience Centre which houses a ...
cladkit product news
Eden project uses drones to spell out climate change warning
Magali Robathan
Almost 300 drones were used to signal an environmental message above the Eden Project’s biomes, during the UN Climate Change ...
LianTronics’ glasses-free 3D Star Trek LED screen attracts attention
Magali Robathan
LianTronics’ giant curved LED wall with stunning glasses-less 3D spaceship display effect has attracted many on the street of Chengdu, ...
Siminetti unveils first glimpses of Mother of Pearl decorative surfaces inspired by the four seasons
The new winter design is finished with naturally occurring hexagonal patterns found in snowflakes
Megan Whitby
Siminetti has collaborated with British designer Chrisanna London to create a luxury Mother of Pearl decorative surface range inspired by ...
cladkit product news
Móz Designs columns anchor the world’s largest indoor aquarium
The design of the columns was inspired by the sea
Magali Robathan
After a two-year renovation, Oakland-based metal experts Móz Designs have unveiled their inclusion in Georgia Aquarium’s new shark gallery. Located ...
Christie laser projectors power new Five Senses Bubble dome theatre
The dome aims to integrate technology with arts and culture
Magali Robathan
Christie® GS Series 1DLP® laser projectors are delivering vivid and lifelike visuals in a new dome theatre located in Xiong’an ...
Diamond balloon concept merges tourist attraction with advertising billboard
Magali Robathan
A group of Dutch engineers have presented a new attractions concept that combines a flying observation cabin with LED digital ...
x
Sign up with CLAD for regular news updates
x
Email this to a friend or colleague
I am happy for Leisure Media to contact me occasionally by email and understand that I can opt out at any time.
Merlin's Nick Varney: Shrek will 'mark a new level' for IP attractions
Merlin Entertainments CEO Nick Varney has revealed the latest developments for the Shrek-themed attraction set to open in London next year and believes it will “mark a new level in the way location-based entertainment and intellectual property work together.”
Technogym
Technogym