The Game of Thrones Studio Tour is located at Linen Mill Studios in Banbridge, Northern Ireland. The experience features authentic sets and screen-used costumes, as well as giants and dragons, in a celebration of HBO’s hit TV phenomenon, based on the books by George R. R. Martin. Much of the filming for the series in Northern Ireland took place at Linen Mill Studios.
When the Studio Tour officially opened earlier this year, fan favourites Isaac Hempstead Wright (Bran Stark), Kristian Nairn (Hodor), and Nathalie Emmanuel (Missandei), greeted fans and helped ‘break the chains’, opening the new global visitor attraction.
Further cast members have since visited the Studio Tour, including Ian McElhinney (Ser Barristan Selmy), Natalia Tena (Osha), Daniel Portman (Podrick Payne), Thomas Wlaschiha (Jaqen H’ghar), and Ian Beattie (Ser Meryn Trant), reliving the remarkable decade of filming Game of Thrones in Northern Ireland.
Westeros comes to Northern Ireland
Brad Kelly is general manager at the Game of Thrones Studio Tour. He notes that the attraction has many guests that have visited without first having watched the show.
“It’s almost every day that we meet visitors who haven’t yet watched Game of Thrones. One visitor recently told us she had been meaning to watch it for the past 10 years but hadn’t found the time! As soon as she left, she said she was going straight home to start watching. A lot of visitors who have watched Game of Thrones are inspired to watch it again, and then come back to the Studio Tour and find some of the many hidden secrets of the show’s production.”
According to research carried out by Tourism Northern Ireland (TNI) before the Studio Tour even opened, one-in-six people coming into the area were visiting because of the Game of Thrones connection. Since opening in February of this year, the Game of Thrones Studio Tour is the first licensed Game of Thrones attraction in the world, thus fulfilling hopes that it will multiply that figure, as delighted fans revel in the chance to explore Westeros like never before.
“Now there’s an official product in the marketplace, it’s interesting to watch that figure change, as it drives visitorship.”
Storytelling is key at the Game of Thrones Studio Tour
Storytelling underpins the franchises or series’ enduring appeal, says Kelly:
“It’s such a fantastic story. The production across the eight seasons was a phenomenal achievement. It’s a TV show, but the production values and levels are cinematic. That played a huge part in building the epic world of Game of Thrones. It really launched that fantastic storytelling into the stratosphere.
“There’s a depth of storytelling, so it’s one of those series that draws you in over a period of time. It’s something you stick with from the first episode to the last because you become so invested in the characters and that depth of storytelling.”
The Game of Thrones Studio Tour is a breathtaking 110,000-square-foot interactive experience. It allows fans to explore the original sets, costumes, props, and set pieces, bringing fans closer to the Seven Kingdoms than ever before.
Visitors can step inside the iconic Great Hall at Winterfell where Jon Snow was proclaimed the “King in the North,” see Daenerys Targaryen’s imposing Dragonstone throne, delve into the incredible props, weaponry, and visual effects of Game of Thrones, and learn more about the skills and craftsmanship that helped bring the show to life on screen.
Immersive tour brings the show to life
The immersive experience brings Westeros to life and will evoke the show’s epic scale – from King’s Landing, Winterfell, Dragonstone, The Wall, and the lands beyond. The ability to glimpse behind the scenes allows fans to feel a part of the story, affording an insider’s perspective.
Kelly says:
“It’s about world-building. People get very close to the story, and that increases their appetite to consume it. It’s not about dispelling the magic. Instead, it’s about getting closer to it, understanding what is behind that story, and how that world was created.”
“It’s fascinating to understand how the idea germinated, and how the production departments worked together to realise it. What ends up on the screen is a phenomenally collaborative, creative experience. If you’ve been pulled into that world, the next logical step is to know what went into actually building it. And that’s what we do.”
Location, location, location
Transforming the Linen Mill Studios into an experience was a logical decision, says Kelly:
“There was always a vision that there’d be a legacy once production had wrapped after the 73 episodes and eight seasons. Over 30% of the actual filming took place here at Linen Mill Studios.”
This site was, as its name suggests, a linen manufacturing location that declined in 2008. The Game of Thrones Studio Tour at Linen Mill Studios is the next chapter in a story of successful adaptation and industrial regeneration.
“It seems like the natural home for the Game of Thrones Studio Tour,” Kelly says. “One of the sets, the Winterfell Great Hall, has remained in situ since production. The rest of the experience has been effectively created around that.”
Behind-the-scenes magic
The experience deftly balances being an immersive experience, and a behind-the-scenes one:
Kelly adds: “This is a very large facility. The Warner Bros. Archives team retained so many of the sets and assets from production. When we talk about what went into designing it, determining what to include was a hugely complex, creative process to undertake. Choices were centred around representing the Seven Kingdoms of Westeros. That then lays down the foundation for representing that world. There is also a deeply immersive element; you walk through Kingdom by Kingdom.”
“We intersperse that with content that shows what went into the production, building up from production design, which is the framework of delivering that world. We then take that through into costume design and the physical realisation, to special effects, where augmentation is laid on top of that physical dimension.
“It’s a balance between creating that beautifully immersive walkthrough, and the content demonstrating what went into the production. So, you get to see the process of its manifestation, and then how it was put together.”
The Game of Thrones universe is ideal for this treatment, he adds:
“It lends itself to scale and immersion. We have some theatrics in the mix, too, which I won’t spoil for people who haven’t visited yet.”
Interactive fun at the Game of Thrones Studio Tour
Costume detail is an immersive element:
“The detail of the design of some costumes and jewellery is something you wouldn’t necessarily have noticed on the TV screen. Those things might only be seen fleetingly. However, walking around the Studio Tour you have a feeling for the scale of the production in terms of the sets, the close-up immersion, as well as the behind-the-scenes exposition and sheer scale.”
There are numerous interactive elements during the Studio Tour. This includes experiences that can turn guests into a Wight or a Kings Guard.
Additionally:
“We tell the story of how the show used motion capture, and there is an interactive opportunity. Other interactive exhibition elements allow people to get a little bit hands-on with green screen and special effects. There are some fun things, too, such as defending Winterfell with crossbows from invading hordes of White Walkers. It goes back to that mixture of behind-the-scenes content with fictional immersive experiences.”
Guests can also have their image captured with White Walkers, in the Hall of Faces, in Winterfell or on the iconic Iron Throne, thanks to a photographic experience from Magic Memories, a global leader in experience capture for the attractions industry,
Dressing the part
The Studio Tour takes around three hours to complete, though this varies.
Kelly comments:
“I can certainly confirm I’ve seen a visitor when I’ve been around in the morning, and then will be walking back through the Studio Tour towards the end of the day, and they will still be there. People can be here for five hours without exhausting all there is to see and do.”
People are enthusiastically entering into the Game of Thrones spirit by dressing up:
“Cosplay is going to be a huge thing at the Studio Tour. It’s exciting. I’ve talked a little bit about the artistry and craftsmanship that goes into making the sets and the costumes. But we’re now seeing that same artistry in audiences, as well. So much has been put into the design of the costumes that replicating them and building on that is becoming part of the visitor experience itself.”
An ideal time to open
The pandemic impacted the timeline, pushing back the launch date. However, Kelly points out:
“It was a great position to be in, opening at the vanguard of live events, tourism, and live experiences after we had all spent a disproportionate amount of time in our houses.
“It’s a world-class visitor experience. I’d encourage people to go to the website because there is a lot of detail and information on there to whet their appetites. It is a seamless journey for a visitor. We have plenty of parking at our off-site Shuttle bus facility. From there, we transport visitors down to the studios, which only takes 10 minutes.”
“There is a restaurant, café, retail, and other hands-on experiences, so as a facility, it’s fantastic. We have digital guides that add another layer of interpretation to the story, catering to every visitor’s interest in the show. Plus, we are wholly accessible for a variety of different visitor needs. This includes a range of languages on the digital guides for international visitors.”
The Game of Thrones Studio Tour: where story meets landscape
Because so much of the show was filmed both at the Linen Mills Studios and in Northern Ireland, the story is embedded in the landscape.
“It would be a very difficult proposition to take it elsewhere,” says Kelly. “This is its natural home. Rather than expanding by taking it elsewhere, we are focusing on how to renew it. We are a world-class attraction, and that means not standing still.”
“There are so many other production assets in storage that have not yet been displayed, which offers so many refreshment opportunities.
“It’s a creative challenge to decide what we do next with the story. But now, as there’s so much to see, I think we’ve got a little bit of time for visitors to consume what we’ve got here.”
Fans can explore their favourite show
The Game of Thrones Studio Tour is from Linen Mills Studio and Warner Bros. Themed Entertainment, WBTE). WBTE is part of Warner Bros. Discovery Global Brands and Experiences, a worldwide leader in the creation, development and licensing of location-based entertainment, live events, exhibits and theme park experiences based on Warner Bros. Discovery’s iconic characters, stories, and brands.
WBTE is home to the ground-breaking global locations of The Wizarding World of Harry Potter, Warner Bros. World Abu Dhabi, WB Movie World Australia, and countless other experiences inspired by DC, Looney Tunes, Scooby, Game of Thrones, Friends, and more. With best-in-class partners, WBTE allows fans around the world to physically immerse themselves inside their favourite brands and franchises.
The design of the Studio Tour was led by Eddie Newquist and Robin Stapley of Studio MinaLima, an experiential design agency, from the company’s Los Angeles offices. MinaLima is also the design studio behind all the Harry Potter and Fantastic Beasts films.
HBO’s Game of Thrones has aired in over 207 countries and territories, culminating in record-setting ratings. Over its eight seasons, the show became one of the biggest and most iconic series in television history. Game of Thrones also continues to engage enthusiastic fans and ignite audiences’ excitement with the next iteration of the franchise, House of the Dragon, which debuted to the largest audience for any new original series in HBO history.
New episodes of House of the Dragon will air Sundays at 9:00 p.m. ET/PT on HBO and will be available to stream on HBO Max.
