Justin East is the Global Senior Creative Director, Research and Development at Merlin Entertainments, the world’s second biggest attractions operator and the biggest in Europe.
An award-winning professional and Blooloop 50 Theme Park Influencer, he has substantial experience directing strategic planning and creative design for high-growth corporations. He works globally across all Merlin’s attractions, ranging from LEGOLAND to Madame Tussauds.
Justin has held his current role since 2012. Before this, he served as group creative director at Merlin from 2007 – 2012 and spent over a decade at the LEGO Group, where his last role was as group creative director of LEGOLAND’s global family attractions in 2005.
East has been behind a raft of new product developments. These include the LEGOLAND Discovery Centres, a rollercoaster bearing Derren’s Brown’s name at Thorpe Park, the relaunch of The London Dungeon, and the redesign of Cadbury World. He has extensive knowledge and experience in bringing new technology, such as VR and robotics, into attractions.
In 2022, Merlin R&D and blooloop joined forces to hold a first-of-its-kind one-day online event, brainstorming the evolution of dark rides and inviting ideas from the next generation of innovators.
