Beaulieu Creative, a company that creates fully customisable floor and wall solutions for the attractions industry, designs immersive surfaces that make physical space a memorable part of the story.
The floor is often an overlooked element of a themed environment. Yet it is the one surface that every visitor touches and remains in contact with throughout the entire experience.
According to Beaulieu Creative, the floor can guide, connect, calm, or excite. But only if it’s designed to do more than fill space. The company's fully customisable, immersive surfaces go beyond pattern and colour to subtly influence how guests move, behave, and feel.
"Designing a floor is like composing music — it has rhythm, accents, and silence," says Ildiko Czvek, founder of Beaulieu Creative.
“Our job isn’t just to make something beautiful, but to make it work — for the guest, for the operator, and for the story. When people instinctively follow the path or smile at a hidden detail, that’s when design becomes experience."
Before and after
Making floors memorable
Beaulieu Creative works with its clients to enhance flow, storytelling, and emotion. Key elements of the design process include:
- Starting with the story, not the surface. A floor without a story is just a pattern. The process begins by defining the emotions guests should feel in the space, whether calm, curiosity, or excitement.
- Design for flow. Great floors have rhythm, with subtle gradients, gentle asymmetries, and natural transitions. Arrows should not be needed; the design should carry visitors forward.
- Add small surprises. Unexpected details, such as a creature or a footprint, encourage visitors to stop, smile, and take a photo.
- Use light, scale, and precision to tell your story. Floors are created to be viewed from standing height under real light, not from above. Crisp designs that play with finishes, contrast, and focus convey artisanship.
- Let design serve behaviour. By improving orientation, crowd flow, and time-on-site, a beautiful floor is elevated from decoration to an experience design.
Examples of memorable floor design include The Floor is Lava in Bruges, where movement became play, and SEA LIFE Blankenberge, where a printed seabed seamlessly connected two distinct zones.
Both projects demonstrate how, through intentional design, the floor can become an integral part of a space's choreography rather than simply the background.
Last month, Beaulieu Creative shared how its circular, low-impact design principles are applied to every floor, wall, or turf.
From sports stadiums to themed entertainment locations, sustainable design begins with intelligent material selection, closed-loop systems, and durable constructions. Every project emphasises circularity, recycled materials, and environmentally friendly manufacturing practices.
