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Scruffy Dog signs FEC design deal with iP2Entertainment


Scruffy Dog Creative has signed a multi-million pound deal with iP2Entertainment. The London studio will produce concepts and designs for family entertainment centres (FECs) in several international locations.

Based in Amsterdam, iP2Entertainment develops FECs and ‘edutainment’ centres based around some of the world’s most-loved intellectual properties. Previous collaborations have included National Geographic, Mattel and DreamWorks. It currently has attractions operating in Manila, Mexico and China.

Woking closely with the iP2 creative team, Scruffy Dog will develop concepts for a variety of projects. In addition, it will deliver the schematics and detailed design packages for a number of FECs.

Diego Cid, Scruffy Dog’s creative director, says this is the start of strong relationship with iP2. “Their approach to family entertainment is innovative and forward thinking. This allows us to support the development of concepts that are not only practical, but engaging, fresh-feeling and unlike anything that’s been done before.”

Guest experience and value

“Having collaborated with Scruffy Dog already on several projects, I admire the way they marry creativity with technical know-how, good design practice and collaboration,” says iP2’s projector development director, Shane Kirby. “The resultant designs achieve the delicate balance of overall guest experience with value propositions.’’

The company has also recently announced that they will be working on a large entertainment project, awarded by ITV and Lifestyle Outlets, part of Peel L&P. This immersive experience will be located at the Lowry Outlet’s new Watergardens development at Salford Quays outside Manchester and is set to open next year.

Scruffy Dog Creative is the design division of Scruffy Dog Group. As well as its London studios, the company also has bases in Barcelona, Shanghai and a state-of-the-art production facility in Birmingham, UK. It delivers themed environments and immersive experiences to a variety of clients in the theme park and attractions business.

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