Alterface, a leader in interactive technology, has revealed details of its project for Merlin Entertainments, to develop the new Cadbury Chocolate Quest ride at Cadbury World near Birmingham, UK.
The new ride takes aspiring chocolatiers on an entertaining and engaging trip to find the ingredients needed to produce a Cadbury Dairy Milk bar.
Tim Waters, regional director, Merlin Entertainments, says: “Part of ambitious plans for Cadbury World, the new ride is an opportunity for guests to enjoy a whole new chocolatey experience, with even more fun along the way. We’re excited for our guests to discover what’s in store at our attraction this year.”
Recipe for success
Merlin Entertainments had developed an initial design for the ride. Alterface then helped to refine the project, in a role which included project management, coordination and subcontracting of media, lighting, audio, and ride system suppliers, compliance with gameplay and interactivity standards, and the use of Salto TM show control technology to power the ride and its effects.
Stephane Battaille, CEO of Alterface, says: “Creating a great interactive dark ride is very much like making delicious chocolate. You begin with a recipe or a design, recruit top quality chocolatiers or vendors, add the best possible ingredients, whether cacao beans and milk or interactive technologies, special effects and trackless cars.”
Benjamin Walravens, Alterface show producer, explains: “We worked directly with Theodore Papadopoulos from Merlin Magic Making, who came to us with the concept design. Theo was in direct contact with Mondelez International, who owns the Cadbury brand, and made sure that what we proposed was approved by all stakeholders.
“Merlin Entertainments and Mondelez were great partners, making sure that the final design met their expectations, whilst giving us room for creativity.”
Interactive, inclusive design
The ride features six interactive scenarios with special effects such as scent, wind, and heat. Nine trackless, custom-designed ETF Multi Mover cars can transport 600 visitors each hour. Visitors are guided and encouraged by the popular Cadbury character Freddo and his team of Cadbury Buttons monkeys to gather cocoa pods and milk with “Cadbury Collectors” and later combine them to make a tasty Cadbury treat.
Walravens says: “As it happens, Freddo was a perfect match for the storytelling part of the ride, and his team of Buttons monkey friends were just what we needed to bring some fun and mischief to the scene. The animators from 1050 Studio created the monkeys to be the cutest and funniest characters I’ve worked with so far.”
The ride not only entertains and educates, but also promotes inclusion.
Louis Vanhomwegen, Alterface project manager, comments: “Inclusivity is integral to the Cadbury identity and we worked very closely with Merlin Entertainments on this. There are special armrests on some seats to allow easier access, one of the cars is a new design compatible with wheelchairs, and subtitles are on all of the screens so that those with hearing difficulties can fully participate in the adventure. The wheelchair car is something truly unique, specially designed and integrated in the ride.”
Projects with Merlin Entertainments
Alterface was not only tasked with creating a compelling ride in a small footprint but also delivering this while the park was open to the public.
WT Partnership was appointed by Merlin Entertainments to liaise with Alterface on the project. Malique Williams, project manager at WT Partnership, comments: “Alterface brought the ride to life with its lighting, music and screen design. Guests have an interactive experience well suited to the story we are trying to portray: how to make your perfect Cadbury Dairy Milk chocolate bar!”
Alterface has completed more than 30 projects with Merlin Entertainments, and more are set to launch soon.
Battaille concludes: “Working with Merlin Entertainments and our other clients, our efforts are always driven by the story and the passion of the entire team. Cadbury Chocolate Quest once again demonstrates how a compelling story and great teamwork results in amazing attractions.”
Alterface recently celebrated the launch of the Dämonen Gruft (Demon’s Crypt), which it produced for Merlin Entertainments. The compact dark ride at northern Germany’s largest theme park, Heide Park Resort, takes visitors on an immersive adventure into a dangerous underworld.
