Beaulieu Creative, a company that creates fully customisable floor and wall solutions for the attractions industry, has shared details of a recent project at AREA 53, a high-energy indoor activity park in Belgium, where the firm has helped to rethink the environment around food & beverage.
The immersive spatial redesign transformed the area from a functional space into an immersive zone, leading to more guest engagement, a better atmosphere, and a measurable increase in F&B revenue.
Behavioural design & spatial strategy
Beaulieu Creative partnered with the AREA 53 team to reimagine the on-site F&B zone, a key area often overlooked in experience design. The company was tasked with turning a purely functional space into a vibrant, themed hotspot that encourages guests to pause, relax, and spend.
Together, Beaulieu Creative and AREA 53 developed a new spatial vibe for the food court, leveraging the firm’s customisable, durable wall and floor solutions. Inspired by AREA 53’s edgy brand, the result was a tropical beach, giving the F&B area a distinct character.
After the revamp, AREA 53 saw a significant uptick in guest dwell time and F&B purchases. Visitors stayed longer, spent more, and engaged with the space differently. The redesign didn’t just look better—it influenced behaviour, thanks to Beaulieu Creative’s approach, which is grounded in behavioural design and spatial strategy. The company’s goal is to shape spaces that work harder for operators, for guests, and for the bottom line.
“Our company is housed in a former industrial building,” says Katrien Valcke, AREA 53. “Inspired by the Wave Surf theme, we collaborated with Beaulieu Creative to bring a new dimension to the space. The custom-designed floor and wall coverings now allow our guests to fully enjoy that beach vibe — even indoors.
“Thanks to this creation, it feels like a holiday at AREA 53, rain or shine. The design process, installation, and follow-up were carried out swiftly and smoothly, without disrupting our daily operations.”
Ildiko Czvek, founder of Beaulieu Creative, adds: “Spatial design should be a business tool, not just a creative layer. With AREA 53, we proved that changing how a space feels can also change how it performs. That’s the Beaulieu Creative mindset—design for experience, impact, and efficiency.”
