MDM Create, a leading design and build firm for the visitor attractions industry, recently brought industry veteran Simon Morrell on board as art director. Morrell, who has two decades of hands-on professional creative experience, will help to drive the London-based design house forward.
He joins the firm from Merlin Entertainments, where he spent ten years as creative lead, working on the successful Madame Tussauds and Legoland Discovery brands. Before moving on, he played a key role in defining the creative vision for the next generation of LEGO Discovery Centres which have now launched in Berlin. Morrell began his career with EA Games as an environments concept artist for the Harry Potter franchise and has since enjoyed an extensive career in the exhibitions, events and live experience industry.
In his new role, he will help to build on MDM Create’s substantial portfolio, which includes work with Merlin Entertainments, Tomb Raider LIVE, the Crystal Maze Experience, Costa Coffee and Hyde Park Festival. The MDM Create team of experienced and skilled craftspeople work together in the design district of Greenwich, London, led by creative director Eddie Saul, and work in partnership with sister company MDM Props.
The Twist Museum
Led by Morrell, one of the team’s most recent pieces of work was a full turnkey project for the Twist Museum, which opened in London’s Oxford Circus in November. Here, the company has brought to life a new interactive experience that explores the power of the mind. Working with artists like worksofar and systems integrator Crossover, as well as neuroscientists and philosophers, MDM Create and the Twist Museum drew on the science of illusions to create an immersive museum.
MDM Create was asked to make the museum’s vision a reality and did this by designing a series of immersive rooms where guests can get up close and personal with unexpected interactive illusions, such as a digital kaleidoscope, mind lounge and vortex zone. The result is an experience that engages the senses with colours, shapes, sounds and textures; a unique playground for perceptions that challenges guests’ reality and invites them to explore the joy and wonder of illusion.
Developing the concept from idea to delivery, working from the Twist team’s brief, Morrell led the team in the delivery of a truly memorable guest experience.
An exciting time for MDM Create
Talking about his new role at MDM Create, Morrell says:
“Eddie’s vision for the company and its exciting roster of clients and its integration within the already established MDM Props is a recipe for success and one I’m excited to be a part of and help grow.”
Saul adds:
“It’s a truly exciting time here, as we piece together the building blocks that will ensure MDM Create can rise to meet our clients’ weirdest and wildest demands as we grow over the next decade. We knew we needed an art director and I’m delighted to have brought Simon into the MDM Create family.”
“Having worked with him previously on Merlin Entertainments projects I know he has the vision and skills to ensure we always exceed expectations and delight our clients and their audiences.”
Looking ahead, the company has several projects in the pipeline, including new attractions in different locations around the world and activations with regular well-known clients.
Earlier this month, MDM Create shared more details about its recent work with Madame Tussauds, where it collaborated with Merlin Magic Making on the new Warner Bros. Icons of Horror attraction at Madame Tussauds New York, as well as working on renovated Chamber of Horrors at the original waxworks site in London.
Images of Twist Museum, credit Dan Weill Photography.
