Beaulieu Creative specialises in creating customised floor and wall solutions for the attractions industry. Operating as a startup under the Beaulieu International Group, it combines innovative design with industrial expertise to transform spaces into immersive environments.
Offerings include bespoke vinyl and wall coverings that are durable, easy to maintain, and tailored to each venue’s unique needs. Collaborating closely with designers and operators, Beaulieu Creative aims to enhance guest experiences through thoughtful spatial design.
We speak with Ildiko Czvek, founder of Beaulieu Creative, about the company’s expertise in this domain and explore examples of how its solutions have transformed spaces and the guest experience within them.
A gap in the market
Czvek founded the start-up after two realisations showed her there was both a gap and an opportunity in the market. First, she saw how, in many immersive experiences, floors and often ceilings aren’t integrated:
“Concept designs usually focus on walls and everything at eye level, but the floor is left out. At Beaulieu International Group, we have the technical capability to customise vinyl carpets, artificial grass, and other materials to address this.
“Second, I noticed another white spot in the market. On one side, you have local printers: you provide them with a layout, and they print it on vinyl or a wall sticker. On the other side, you have full-service design agencies that take months and a lot of money to develop a concept from A to Z.
“There’s nothing in between. Nobody is offering technical advice, technical design support, or even optional design services while also providing top-notch products made from scratch.”
These two gaps —integrating floors and ceilings into immersive design and offering that middle ground between printers and full-service agencies —are spaces where no one else is active right now, she adds.
Beaulieu Creative produces the materials in-house. Therefore, the protective layers are an integral part of the production process. For example, on top of the print there’s a wear layer, an anti-slip layer, and a varnish. “It’s truly high-traffic suitable.”
Immersive surfaces from Beaulieu Creative
Defining what immersive surfaces are, and what makes them different from the traditional scenic or decorative elements, Czvek says:
“For me, an immersive experience means truly bringing guests into a story, theme, or even an entire world. There are many ways to achieve that. On one end, you have the Disney-style approach, where everything is hand-crafted by skilled artisans to incredible levels of detail.”
But that level of work isn’t feasible or necessary for every venue or client. On the other hand, immersion can be created simply by ensuring the story is consistently carried through, on the floor and on the walls, so the entire environment aligns with the theme.
“It doesn’t always have to be hyper-realistic, where you touch a wall and think, ‘Wow, this feels like real rock.’ You can use the power of a well-crafted optical illusion instead.
“The key is execution. If it’s done well, guests believe it and embrace it; if it’s done poorly, they notice immediately and disconnect. But when done right, they step into a tropical beach or a magical forest and go along with the story.
“Since flooring is one of Beaulieu International Group’s specialities, I often use vinyl to create scenes like a beach floor with sand and even water imagery. At first, people can be sceptical; it’s flat, the sand isn’t moving, the water doesn’t ripple. But when executed well, guests accept it and love it.”
It’s also practical: you can’t cover a venue floor with real sand. It would be inaccessible and impossible to maintain. “High-quality immersive surfaces let you bring those experiences indoors in a believable, accessible way.”
Helping clients solve challenges
Creating an immersive surface always starts with understanding the venue’s goal, says Czvek.
“What are they trying to achieve? What story do they want to tell their customers or guests? That’s really important because it needs to fit the overall experience.”
The team also addresses any operational challenges the client may encounter.
“You’d be surprised how much impact a floor can have on crowd control and guidance. Many venues use stickers or arrows on the floor, but those peel off, get dirty, and aren’t a sustainable way to communicate. With a custom floor, you can both continue the story the venue wants to tell and solve practical issues like guest flow and wayfinding.”
For example, a recent client, Sea Life Blankenberge, faced the challenge of integrating the world of seahorses and virtual reality pods from Immotion into the same space.
“They needed guests to understand they could walk past the VR pods to reach the seahorses, but physically, it looked blocked. Together with their guest experience manager, we decided to use the floor as a communication tool. We created an image of a seabed with a clear path leading toward the seahorses.”
Visually, guests now immediately know where to go. The VR pods were placed on ‘rocks’ on the seabed, making it clear they’re part of the environment but that guests can pass by to reach the live seahorses.
From design to installation with Beaulieu Creative
Some clients handle the creation and design themselves, with Beaulieu Creative on hand to provide technical design advice, “because designing for a floor is different from designing for a wall,” says Czvek. “Materials matter; certain choices can enhance the effect in ways a designer might not realise.
“We also advise on installation, including the type of surfaces required underneath, how to prepare the space, and how to plan the layout.”
For example, the team creates an optimised floor plan, so seams are crossed as little as possible.
“Seams are weak points in any flooring, so we adapt the plan based on how crowds will move and try to avoid seams in high-traffic areas. It sounds simple, but if you simply hand over a design for production, those details are often overlooked. That’s where we add value.”
At Sea Life Blankenberge, Beaulieu Creative worked together with the customer and their designer to ask, ‘How can we improve and enhance the guest experience?’
“The walls were already installed, so we only tackled the floor. But the effect you can achieve just with the floor—something that’s often overlooked—can really transform the experience. They were so happy with the results that they’re already thinking about their next projects.”
Every project has its challenges, and this one was no exception.
“The biggest challenge was figuring out how to bring the concept to life in a credible way. We also wanted to add fun elements, as the space is primarily aimed at younger children. So, we included some fish and light, playful touches to make it more engaging than just a plain seabed.
“Once we hit on the right concept, everything went smoothly. It’s always important to know what you want to achieve first, then you can make it happen.”
Immersive surfaces enhance the experience – and boost spending
Other recent projects include a collaboration with Area 53, an indoor activity centre in Belgium where visitors can bowl, race, surf, and more. The challenge here was that the large window overlooking the surf area is opposite a bar where guests can sit and have a drink, but the location was not very appealing.
“It was more of a waiting area, somewhere you’d sit for 10 minutes before bowling, not a place where you’d want to stay for another drink.
“We transformed it into a tropical beach, and now it’s the spot where people want to hang out because it’s so much fun. The change even led to a significant increase in guest spending.”
One of the fun details is the footprints on the floor leading to the boardwalk and bathrooms.
“Before, there were several black doors, two of which led to the bathrooms, and guests were constantly confused about which one to use. They’d walk up, look around, then turn back. Even though there were indicators, it wasn’t clear.
“The footprints solved that issue. They naturally guide people along the boardwalk to the right doors. It’s now completely self-explanatory; no need for extra signage or explanation. We also integrated one of the doors into the mural design so it’s visible and consistent with the overall look, but guests understand they don’t need to enter it.”
This improved both the guest experience and crowd flow.
“It’s become such a fun, inviting space that the owners are investing even more. The mural currently covers an L-shaped wall, and now they’re extending it completely along the space so we can continue the design.”
Beaulieu Creative and Beaulieu International Group
Being a smaller company within the global Beaulieu International Group is, Czvek says, the best of both worlds.
“I operate like a startup, agile, autonomous, and flexible, but with the support of a large group. Of course, I have to report and show progress, but the goal is to work with a startup mentality supported by the resources of a global company.”
This means the company can rely on an extensive supply chain anywhere in the world.
“If I need something in the Middle East, I can call a colleague there and make it happen. We also produce polymers, which come from crude oil, so sustainability is very important to the group. I benefit directly from their investments in take-back programs and the increasing use of recycled materials.
“If I were a standalone company, I wouldn’t have access to those resources.”
For any technical question, she can count on a whole team for support, she adds. “Sometimes we bring challenges they’ve never encountered before, and they find it interesting to explore. It’s very reassuring to know that I have a large group behind me who believe in Beaulieu Creative.
“The factory managers are enthusiastic about the concept, and honestly, almost every department I talk to is excited about what we’re doing. I get a lot of positive feedback; people reach out with ideas, leads, and technical expertise, and I can also count on the group’s budgets to carry out tests. It’s a really supportive and inspiring environment.”
Sustainability first
Sustainability isn’t always top of mind in the entertainment industry, and is sometimes being treated as an afterthought.
“But at Beaulieu Creative, I’ve selected all our products based on sustainability criteria. For example, our vinyl is 100% recyclable, and we use a yarn made from recycled materials for our carpets,” says Czvek.
“Sustainability is very important to Beaulieu International Group, so naturally it is important for Beaulieu Creative. Sometimes I’m surprised that customers don’t prioritise this, but other times, especially with semi-governmental customers, it’s the very first question they ask.
“I know the industry is heading in this direction. Sustainability will only become more critical, and I’m glad we have a head start. Thanks to our R&D efforts to reduce waste and CO₂ emissions, and the group’s roadmap to reach zero emissions by 2030, we’re already well-prepared.
“So, while it might not be the first topic in every conversation, I know it will be very soon.”
Beaulieu Creative offers resilient immersive surfaces
Visitor attractions can be a demanding environment for the materials used, due to high foot traffic. On how the company ensures that its designs are both visually impactful and resilient, Czvek says:
“Resilience starts with the product itself. For example, we produce our vinyl entirely in-house, so the print sits beneath a wear layer, an anti-slip texture, and even an antibacterial layer. We’ve never seen the print layer wear out.
“And that doesn’t just apply to Beaulieu Creative; we also draw on Beaulieu International Group’s many years of experience in producing these materials for numerous customers.”
The same goes for wall coverings.
“Our textured surfaces are much more durable than smooth surfaces, which can easily become streaked from brushing. The wall coverings are washable, easy to maintain, and highly durable. I select each product by hand to ensure it meets these standards. For example, our vinyl is of commercial class 34, the highest grade for soft flooring, making it suitable even for airports.”
However, design is a bit more complex:
“You can’t create a design without understanding the venue. You need to consider crowd flow, natural light, and shadows. For instance, if there’s a large window on one side, the shadows you design must make sense in that space; otherwise, people feel something is off.
“Every element needs to fit the location, and you only truly see how it works when you’re there.”
This expertise has also been recognised by the industry. In September, Czvek will speak at IAAPA Expo Europe, the leading trade show for attractions and leisure.
“For me, it’s a real honour to share our story there. IAAPA brings together the most creative and demanding players in the sector, so being invited to speak is a sign that Beaulieu Creative is making an impact.”
Be bold for a memorable experience
Sharing her advice for attraction operators who are considering a refresh of their spaces using immersive surfaces, Czvek says:
“First of all, don’t be afraid to take a step. People go to venues for a memorable experience, so be bold. A grey floor and a white wall aren’t very enticing.”
She encourages them to think commercially as well. “You can turn dead zones into Instagram hotspots, creating spaces where guests take photos individually or as a group. In areas like food and beverage, this can even increase spend because people stay longer, enjoying the environment.
“Don’t be afraid to think beyond the obvious. If you want a tropical vibe, create a tropical experience. You don’t need to fill the space with every plant to make it feel like a jungle; backgrounds on the floor and walls already create about 90% of the immersive experience.”
Czvek views her role as one that bridges strategy and execution.
“That’s what makes a difference compared to a printer around the corner. We’re here to help with real challenges, whether it’s increasing spend, improving crowd control, or enhancing the guest experience. We provide advice and make sure an idea is executed from start to finish.”
