Storyland Studios, a global experience design and strategy firm composed of former Walt Disney Imagineering, Universal Creative and Merlin Entertainments alumni with offices and staff across the US and Europe, has revealed the winner of the $25,000 grand prize in the 2024 Storyland Design Challenge.
The winning entry was announced at the firm’s IAAPA Expo booth in a live event on Wednesday 20 November.
The Storyland Design Challenge launched in 2021 and provides independent designers with an opportunity to establish themselves in the themed entertainment sector.
Entrants submit unique design concepts for immersive, story-based experiences. The winning team receives a $25,000 grand prize and is given the opportunity to present its concept at the IAAPA Expo 2024 in Orlando, Florida. The team will also collaborate with Storyland Studios to develop its proposal into a marketable product for the location-based entertainment (LBE) sector.
2024 Design Challenge winners
Richard and Amy Hale’s Portal Riders, a captivating dark water ride concept, is the winner of the 2024 grand prize. Portal Riders takes visitors on an enchanted adventure through magical portals, encountering fascinating creatures and exploring mysterious places. This fantasy-adventure attraction mixes a dark water ride with digital features, creating an immersive and participatory experience.
“Designing a new immersive experience and ride for Storyland Studios took us on an incredible journey,” says Richard and Amy Hale. “What made it even more amazing was receiving feedback from some of the top professionals in the attractions industry, who then confirmed that we had done it right!”
The key elements of Portal Riders include the magnificent crystal tree of Ana Nalowale, which serves as the focal point of the ethereal, watery setting; entertaining aquatic creatures that engage with every boat; and dining at Kai’s “Ugly Fish” restaurant, which has a view across an expansive lake.
In addition to the main prize winner, two other finalists were selected.
Sean LaRochelle, John Eggers, Matthew Eggers, Maura Williams, and Averie Field were honoured for The Electric Factory, a family-friendly attraction that blends discovery, education, and thrilling experiences. Visitors must solve the AI escape room to enter the puzzle-based roller coaster. If they’re too slow, the sentient hydroelectric dam might use them for its energy supply.
They were joined by Thibault Lièvre, Kenny Le Bagousse, Laurie Mahé Desportes, and Lucas Formantin who created The Great Movie Night, an interactive filmmaking experience. This experience invites visitors to direct their own movie from scriptwriting to post-production, resulting in an Instagram-worthy red carpet premiere event.
Showcasing emerging talent from across the world
The Storyland Design Challenge welcomes a broad range of themed entertainment entries from around the world. This is an opportunity for freelance creatives to showcase their concepts to industry leaders. Grand prize winners receive further industry visibility through the IAAPA Expo.
Approximately 1,000 participants from 31 different countries have offered innovative new concepts across the first two editions of the competition. Storyland Studios presents entrants’ work and celebrates the variety and originality they contribute to the themed entertainment sector.
All submissions are featured in an online gallery. They are judged on set criteria, which include the depth and richness of the storytelling, emotional resonance, design innovation, creative use of materials, executability, and ecological compatibility.
The Storyland Design Competition 2024 judges were:
- Mel McGowan, Storyland Studios
- Lexi Barry, Gensler
- Bob Weis, former president, Walt Disney Imagineering
- Theron Skees, The Designer’s Creative Studio, former Disney Imagineer
- Morgan Keesling, Disneyland Paris
- Fabien Manuel, Compagnie Des Alpes
- Kelly Timmins, Atlantis Dubai
- Timothy Sau Kin Ng, Miral Experiences
Ben Thompson, chief strategy officer and partner at Storyland Studios, says: “This event has been an incredible success, and we’re thrilled to provide up-and-coming creators a platform within the themed entertainment industry. The depth and breadth of talent among this year’s entrants was exceptional.”
Earlier this year, Storyland Studios shared its approach to imagining and creating story-driven spaces and experiences.
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