Storyland Studios, the three-dimensional storytelling firm, has announced that it has expanded its integrated offerings to include a landscape architecture practice, led by Rob Moffat.
Storyland’s master plans have always included landscape architecture services. For over 20 years, the firm has worked with other partners to provide this service. It now provides landscape architecture in-house.
International expertise
Moffat, an established leader in the industry, was formerly at Walt Disney Imagineering and served as principal of ima design. He has been appointed as director of landscape and area development to lead Storyland’s landscape architecture practice.
For almost 20 years, Moffat has served as a senior designer on numerous notable, high-profile projects at some of the most renowned resorts, mixed-use developments, themed attractions, and IPs worldwide. He has a wealth of international expertise in themed entertainment and visitor experiences.
Mel McGowan, chief creative officer at Storyland Studios, says: “As a witness to Rob’s personal and professional growth and leadership over more than two decades, I’m humbled and honored to work closely with him as part of the Storyland team. In collaboration with Rob and ima design, we’ve designed over $5 billion in projects, from some of our earliest clients to recent projects in Saudi Arabia.
“We’re looking forward to this new chapter. We expect the collaboration with ima and other firms to continue. There’s plenty of work to go around in these amazing projects we get to be a part of.”
Moffat adds: “It’s exciting to be in a new sandbox. I like Storyland’s multidisciplinary nature and that’s exciting to me because I get to learn from this talented team–and I can bring what I learn to my projects.”
He is now working on projects at the 1000-acre Trilith Studios in Atlanta, Georgia, where a large portion of the Marvel Cinematic Universe has been shot, as well as locations in northwest Maui. In the Kingdom of Saudi Arabia, Moffat is also designing a number of projects, such as the World Cup stadium and the recently announced e-gaming district in Qiddiya.
He has participated in numerous other significant projects. They include experience design, such as Leave a Legacy Plaza at Walt Disney World’s EPCOT, Orlando; Motiongate, Bollywood, and Six Flags Dubai Parks and Resorts, UAE; and Parque Warner Madrid, Spain. Moffat has also been involved in master planning and community planning projects such as Hamilo Coast, Nasugbu, Philippines; and Glen Ivy Hot Springs Master Plan, California.
Moffat’s hospitality and hotel projects include a part in Disneyland Anaheim Hotel, California; Disney’s Aulani Vacation Village Renovation, Oahu, Hawaii; Rio Hotel and Casino, Las Vegas; Harrah’s Resort Southern California; Pendry Park City, Utah and Yaamava’ Resort & Casino at San Manuel, California. In addition, he has also worked on a major retail, dining and entertainment project at The District at Tustin Legacy in California.
Experience ethos
Growing up in rural Ohio, Moffat showed an early talent for art but there were limited opportunities. However, this changed when he was introduced to landscape architecture in the early 1990s. He went on to study at The Ohio State University.
Moffat began to travel internationally while studying. This included ten weeks in Argentina working with other architects, where he became fascinated by the rich South American culture. He then continued to travel across the world as his career in themed entertainment developed.
He then undertook an internship co-op programme at Walt Disney Imagineering for more than a year, working with late Imagineer John Hench on the Leave A Legacy plaza at EPCOT Center in Orlando. Throughout the project, he gained experience in storyboarding, scale modelling, and sketching concepts.
After completing his internship with Walt Disney Imagineering, Moffat worked as a designer at EDAW (now AECOM) on many Disney projects. He joined ima design in 2003.
Moffat believes that the guest experience extends beyond themed entertainment and does not start at a building or park’s entrance.
He says: “The guest’s experience starts before you get to the front door. As a designer, I always look at the front door expanded. Where is the front door, really? It’s never really at the actual project itself.”
“We have an opportunity to awaken the guests’ emotions as they experience the landscape,” Moffat adds.
On his new role, Moffat comments: “I enjoy working with smart, talented people. I’m excited because Storyland has a purpose and a vision. It aligns with my vision and purpose, so that’s really important, too.”
Moffat will work with Jeff Damron, an acclaimed architect and Storyland’s VP of master planning and design. Damron served at AECOM from 2012 until 2023 as associate vice principal, themed entertainment and leisure. He now leads several disciplines at Storyland, including architecture, master planning, landscape architecture, graphic design, show set design, and interior design.
Storyland Studios recently shared details of LIBERTYLAND USA, a new family entertainment and residential destination in the Mount Rushmore area set to open in 2026.
