EXPERIENCE DESIGN

WORLD LEADING EXPERTS IN EXPERIENCE DESIGN

The Scruffy Dog Creative Groups’  Experience Design division specialises in the creation of exciting and innovative experience design. Our ambition as a leading creative design company is to constantly push the boundaries of experience design by utilising our talents in storytelling and conceptualisation to bring immersiveness and individuality to each of our client’s projects.

Experience design is all about creating an engaging and memorable experience for guests. It combines elements of storytelling, technology, architecture, environment design, and interactive activities into a single concept that creates an immersive experience for guests. Experience design is an essential component for attractions & events such as theme parks & rides, waterparks, immersive, cultural & heritage, brand activations & live events. These types of experiences are designed to be an escape from reality – a place where guests can explore and immerse themselves in the environment. The goal is for each guest to leave with a memory they will retain long after their visit.

Every one of our client’s projects is truly unique. Because of this, we have built a strong reputation as one of the leading and most trusted consultants for the following industries.

Theme Parks, Resorts & Attractions
Water Parks
Family Entertainment Centres
Dark Rides
Immersive, Cultural & Heritage
Brand Activation
Zoos & Aquariums
Commercial Interiors

The Scruffy Dog Creative Groups’  Experience Design division specialises in the creation of exciting and innovative experience design. Our ambition as a leading creative design company is to constantly push the boundaries of experience design by utilising our talents in storytelling and conceptualisation to bring immersiveness and individuality to each of our client’s projects.

Experience design is all about creating an engaging and memorable experience for guests. It combines elements of storytelling, technology, architecture, environment design, and interactive activities into a single concept that creates an immersive experience for guests. Experience design is an essential component for attractions & events such as theme parks & rides, waterparks, immersive, cultural & heritage, brand activations & live events. These types of experiences are designed to be an escape from reality – a place where guests can explore and immerse themselves in the environment. The goal is for each guest to leave with a memory they will retain long after their visit.

Every one of our client’s projects is truly unique. Because of this, we have built a strong reputation as one of the leading and most trusted consultants for the following industries.

Theme Parks, Resorts & Attractions

Scruffy Dog Creative Group is a specialist in attraction, resort, and theme park design. No matter the scale of the space available, the number of attractions, or other amenities within the proposed theme park, our talented concept designers work in tandem with the master planning team to envision not only incredibly exciting, but achievable results. We have provided experience design services for a range of theme parks and resort clients including Disney Imagineering, LEGOLAND, Merlin Entertainments, and future destinations such as NEOM, and Qiddiya.

As a part of our work, we’ve delivered theming design for various attractions within these parks and beyond. Arguably our most famous attraction design project is ‘Wicker Man’ – the UK’s first wooden roller coaster for 30 years, an attraction that has won numerous awards over the years.

Water Parks

Scruffy Dog has years of experience in water park theming design too. Our approach to water park design is very similar to that of theme parks, with our talented team opening the process by creating a bespoke narrative. Once a story is envisioned, our talented concept design team combines the latest ride equipment with high quality theming to create an immersive story that will captivate visitors.

Scruffy Dog have worked on many Water Parks, both as standalone projects or as part of larger mixed-use resorts. One fully realised project is Laguna Water Park in Dubai.

An image of people at a golf course that is racing themed

Family Entertainment Centres

In addition to designing more great rides and theme park experiences, we also provide attraction design services for Family Entertainment Centres, indoor amusement parks aimed at families, small children, and teenagers.

An FEC aims to combine multiple different fun experiences under one roof. Notable FECs Scruffy Dog has recently worked on include ‘I’m A Celebrity Jungle Challenge’ and ‘Mattel Play.’

Dark Rides

Dark rides are indoor ride experiences where guests board guided vehicles and travel through theatrically lit scenes packed with a range of multimedia. They can be purely ride based or include interactive features – often a shooting element. They also tend to integrate storytelling features to build a more memorable experience for guests.

Our team of experts have provided theming design services for numerous dark rides including the ‘Ghostbusters’ ride and ‘The Gruffalo Ride’.

A corridor with mud, rocks and plants in glass cages to either side of the pathway

Immersive, Cultural & Heritage

In addition to purely entertainment-based projects, Scruffy Dog Creative Group has a wealth of experience in creating highly immersive, innovative, interactive and educational experiences for cultural and heritage projects may that be Museums, Exhibits or even Cities.

Some of our current work in progress includes Giga projects like NEOM and Qiddiya in the Kingdom of Saudi Arabia.

Our creative teams have earnt a reputation of pushing the boundries when it comes to guest journey and experience, blending education with entertainment making us the go to agency for enhancing engagement and immersivity for the next generation of these experiences.

Brand Activation

Scruffy Dog Creative Group specialise in the planning, creative design and production of brand activations, working with some of the world’s biggest brands, including Google, Netflix & The NFL.

From experiential pop-ups to product launches, our talented creatives work closely with stakeholders to come up with exciting, engaging & immersive concepts that your clients with remember!

We then work with our clients to visualise these installations through high quality concept art and detailed design, whilst ensuring the vision is feasible, remains on budget and achievable in the time, before working with our creative build team to bring these bespoke and exciting projects to life!

Zoo area

Zoos & Aquariums

Our umbrella of expertise spreads beyond just rides and exhibits; we have also worked on multiple projects within the Zoos & Aquariums sector.

We have provided concept design work for entirely new installations and provided theming services to enhance the guest experience at existing locations. Notable projects include work for Chessington World of Adventures and Sea Life.

Commercial Interiors

Our design team is greatly experienced in the design of commercial interiors. From retail spaces, restaurants and hotels, through to sports venues and indoor entertainment spaces, our creatives’ capabilities know no bounds. Our team is well informed of the latest experience design trends. This, paired with an eye for visual detail, expertise in concept design, and mastery of spatial planning, means our design team is perfectly placed to deliver any project in this space.

Notable projects within this sector include facilities we have designed for the giga-projects of NEOM and Qiddiya, as well as famous themed entertainment destinations around the world including theme park resorts such as LEGOLAND, Thorpe Park, and Alton Towers.

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