Bringing IPs to Life: The Key to High-Quality, Impactful Entertainment

Bringing an intellectual property (IP) to life in a location-based entertainment environment requires much more than just visual design. It’s about truly understanding the brand’s essence and ensuring that the attraction delivers an immersive and engaging experience. In today’s themed entertainment industry, successfully integrating an IP involves a strategic and multi-dimensional approach to ensure guest satisfaction and long-term relevance.

Understanding the IP’s Core DNA

At the heart of any IP is its core DNA—those central themes, values, and emotional connections that make it resonate with its audience. Whether it’s a film, book, or game, getting under the skin of the brand means studying its origins, its fan base, and why it matters to people. This understanding ensures that the attraction reflects the IP’s spirit and delivers an authentic experience. An excellent example of this is "The Wizarding World of Harry Potter," which uses the richness of its source material to transport guests into the world of magic, without losing any of the charm or authenticity that fans love.

Close Collaboration is Key

Successful IP-based entertainment result from close collaboration with the IP holders. These partnerships ensure that the brand's essence is maintained while still allowing room for creative expansion. When IP holders are involved in the creative and design processes, the attraction has a better chance of capturing the nuances that die-hard fans expect. Collaboration also helps unlock exclusive content or insights that can enhance the guest experience.

Capture Emotional Resonance

Emotional connection is at the heart of themed entertainment. When visitors experience an IP-based attraction, they are often looking to reconnect with a story, character, or world that holds meaning for them. The ability to evoke strong emotions—whether nostalgia, excitement, or wonder—transforms a standard attraction into something truly memorable. To maximise this, designers must understand what aspects of the IP stir emotion and build experiences that highlight these moments. Star Wars: Galaxy’s Edge, for example, places fans in familiar settings and provides opportunities for them to live out their Star Wars fantasies, from piloting the Millennium Falcon to wielding a lightsaber.

Stay Flexible, Adapt to New Storylines

IPs evolve over time with new releases and expansions, so it’s important for attractions to stay adaptable. A flexible attraction design allows for the integration of new characters, storylines, and events as the IP grows. This approach ensures that the attraction remains relevant to fans who follow the IP across different media platforms. For instance, theme parks can introduce new narrative arcs in sync with upcoming films or TV shows, keeping the experience fresh and encouraging repeat visits.

Engage the Senses

A truly immersive experience doesn’t stop at visual engagement. The more senses you can engage, the deeper the guest's connection to the IP. Sound, scent, and touch play critical roles in making an attraction feel real and emotionally compelling. Recognisable soundtracks, iconic dialogues, or even distinctive scents can transport visitors into the world of the IP. This multi-sensory approach enhances the experience and makes it more memorable. The 'We're Going on a Bear Hunt' multi-sensory trail at RBG Kew Gardens and Wakehurst, invited to guests to navigate through long wavy grass, squelchy mud, and a tall dark forest, to find the bear, making them the protagonists of their own story.

Tailor the Experience to the Audience

Understanding your audience is crucial when creating IP-based entertainment. Different age groups, backgrounds, and fan levels will interact with the IP in unique ways. Younger audiences might enjoy interactive elements, while long-time fans might appreciate deeper character or storyline references. By tailoring experiences to suit these different groups, you can cater to a wider demographic, ensuring that every visitor feels connected to the IP. Offering both family-friendly activities and in-depth thematic details allows the attraction to appeal across a spectrum of guests.

Leverage Cross-Media Synergy

Many IPs exist across multiple platforms—films, TV shows, video games, books, and more. Utilising this cross-media synergy can significantly enhance the attraction. Incorporating multimedia elements like interactive content or AR-driven experiences can deepen engagement, while syncing with upcoming IP releases keeps the attraction relevant. Additionally, offering exclusive content within the attraction can entice fans to experience something they can’t get anywhere else, ensuring a unique offering.

Creating Authentic and Lasting Guest Experiences

To bring an IP to life in a way that is both authentic and engaging, designers must understand the core values and emotional appeal of the brand. Collaboration with IP holders, flexibility in design, and a focus on the audience’s emotional journey are key to creating a truly memorable experience. By integrating sensory engagement, cross-media opportunities, and adaptability, IP-based attractions can maintain their relevance in a rapidly changing entertainment landscape. In 2024 and beyond, the key to success lies in ensuring the heart of the IP is fully realised and continually evolving for long-term guest engagement.