Scene2 has been delivering intricately detailed experiences, from pop-up shops to giant props, exhibition stands and immersive attractions, for over 20 years.
Drawing on their backgrounds in theatre, founders Susan Walker and Andy Dixon have rooted the company in storytelling and built a studio that delivers creative design without limits.
Here, deep expertise, enthusiastic curiosity and talented artistry lead to big, bold, and brilliant outcomes for clients, including NBC Universal, Netflix, Coca-Cola, and many more.
Amber Nicol and David Whealy
The company is now entering a new phase of growth. We speak to the recently appointed joint MD’s, Amber Nicol and David Whealy, about the evolution of Scene2.
Expanding immersive
Last year, a management restructure positioned the company for expansion. This saw Nicol and Whealy promoted to joint managing directors, with Walker taking the CEO role and Dixon named CCO.
Both Nicol and Whealy have hands-on experience at the company and bring complementary skill sets, with Nicol previously serving as production manager and Whealy as workshop manager.
And their impact is already evident. In the short term, the company is moving from its 17,000-square-foot facility in Essex to a new, more rural location, enabling it to further extend its capabilities.
Looking further ahead, Nicol and Whealy’s ambition is unbounded. By combining their impressive in-house offering with genuine cross-sector collaboration, they aim to push the boundaries of experience design.
“The sky’s the limit,” says Nicol. “We're very open-minded to what might be happening, where the industry might be going.
“We're interested in seeing how we can bring immersive to new audiences and expand immersive as an idea.”
The world is your oyster
This promotion, Nicol says, is “incredibly exciting, especially in an industry that's very fast-paced and moving in all different directions.
“We love being in this position because we can help guide that, help facilitate that and be at the forefront.”
Each concentrates on different areas of expertise and growth. Nicol looks after the early stages of the project process: sales, marketing, and new business. Whealy then brings a production and operational perspective.
“This is where we divide and conquer,” says Nicol. “I'm focused on growth and what possibilities are out there, supporting the team, pushing into new areas and driving the creative side. Dave is focusing on efficiencies and quality of detail.”
“The word growth does cover a huge variety of things,” says Whealy. “Including growth in the team, how we approach different things, and what software and machinery we use.”
For example, the addition of an in-house CNC machine, 3D printers, laser cutters, and other technologies has opened up many possibilities, enhancing the team’s agility and ability to solve problems creatively.
While the company continually seeks to evolve and develop its in-house capabilities, Nicol and Whealy stay on top of the industry and available expertise to ensure the company provides the best possible service.
“It's having that trusted pool of suppliers that can help with really specific, niche pieces. We can always say, ‘The world is your oyster, client. You can have whatever you want. We can look at this with you, if budget permits.’”
Peppa Pig’s Space Adventure
Scene2 is partnering with The Path Entertainment Group, together with the NEC and Hasbro, to bring the beloved Peppa Pig brand to Birmingham.
Opening this spring, Peppa Pig’s Space Adventure combines storytelling and play in a calm, welcoming setting.
Under-fives and their families will enjoy a walk-through experience, complete with photo opportunities, fun discovery moments and engaging activities.
The limited-season, purpose-built experience is The Path Entertainment Group’s first major UK LBE outside London, and reflects the market’s continuing growth.
Scene2’s collaborations with The Path Entertainment Group also include Monopoly Lifesize, The Paddington Bear Experience, and Saw: Escape Experience.
“This project marks the first in-house 'creative team' design for The Path Entertainment Group,” says Nicol.
“This early-stage design collaboration with the Scene2 team has seen a process change away from the normal.
"From pitching for fabrication against set designs which have already been sold to the client, to a collaborative creative approach between creative designers and fabricators, this has resulted in stunning, innovative results.”
The War of the Worlds The Immersive Experience - Layered Reality & Tim McQuillen-Wright
Scene2 has extensive expertise in immersive experiences, drawing from its theatrical roots and background in richly detailed, versatile brand activations to deliver projects such as The War of The Worlds: The Experience.
“It was one of the first big immersive experiences that hit London. And we were so fortunate to be right at the forefront of it all happening, and gained key learnings that we've taken forward and now apply to all these big immersives,” says Nicol.
Rooted in early collaboration
As a production house, Scene2 can facilitate builds of any scale or type. However, it is its design-led, end-to-end approach that sets it apart.
“We have a strong creative team alongside our production team. So, a dream team,” says Nicol.
Clients can maximise their investment, she adds, by engaging the company at an early stage. This both drives creativity and helps achieve the best possible outcomes for profit and audience experience.
“We can look at the project’s bare bones, work with clients to build on the idea, then take it through production and install every step.
“Keeping everything in-house means we have our finger on the pulse and stay at the forefront of all those decision-making points.”
“We can bring our experience of a whole bunch of solutions to problems that the client may not even be aware of,” says Whealy. “It's going, I know you want to do this… but did you know that you can do this and it's even better?”
The Gunpowder Plot - Immersive Experience - Layered Reality & Tim McQuillen-Wright Mark Dawson Photography
This close collaboration with the client reflects the company’s guiding principle.
“Collaboration, for us, is absolutely key,” says Nicol.
“It's collaborating with stakeholders, with designers, artists, the IP holders. It's collaborating with our team. It's working across all the teams, but having that open discussion means no voice goes unheard, and no idea is a bad idea.”
“That permeates every conversation that we have,” says Whealy. “Whether it's with the carpenter and the workshop, whether it's with the client, everyone has something to input.”
Cross-sector early collaboration
And this ethos extends across the sector.
“I'm very open to collaboration. There are multiple companies in this industry working alongside each other, but that doesn't mean we shouldn't collaborate,” says Nicol.
Evian Playground
“I don't think across the industry we're collaborating enough, and I really would like Scene2 to be at the forefront of that.
“We’re trying to work with all different companies to harness different people's knowledge, working to each other's strengths."
“We're all striving for the same end goal. Let's see how we can help each other, and hopefully move forward together as an industry. I know it's not always that simple, but the hope is there.”
Zero-to-landfill
While collaboration presents a key opportunity for the sector, Whealy says sustainability is the most pressing challenge.
“This industry can be very wasteful. Unfortunately, once the activation has happened, the client often doesn't have the means to keep it or do anything with it. So, do you just bin it?”
Not at Scene2, where a robust sustainability strategy includes a zero-to-landfill policy and a commitment to sustainable materials.
The team uses materials as environmentally friendly as possible, explores different approaches, and facilitates reuse, for example, storing leftover sheet material for other projects.
“Baked into our process are early discussions with the client to ask how the set can be reused, what its full life cycle is, and what they want to do with it right at the end.”
This discussion might identify more sustainable materials or plan for the sale or reuse of props, sets, and materials through Scene2’s partnership with Used Creative. This both reduces waste and makes high-quality, pre-loved resources more accessible.
Gold standard
“We dispose of things in ways that are as environmentally friendly as possible,” adds Whealy. “The company we use will then process it, split it by material, and repurpose it in the best way possible.”
“They recycle what they can,” says Nicol, “and if they can't, then it gets processed in a special way that turns it into bio energy.”
“And we’ve taken a lot of time to make sure this is being done properly,” says Whealy. “Instead of just taking the skip company's word for it, we have actually gone to their yard unannounced to see our skip being unloaded.”
Additionally, all printing uses recycled paper, and paints and solvents are recycled.
“Solvent-based paints are very harmful to the environment,” says Whealy. “So, we have a specialist company that evaporates off all of the solvent and repurposes it into thinners.
“The sediment that's left behind can be dried out and ground up, and used for products like building materials.”
Detail, NBC Universal exhibition stand
And their work is being recognised for its sustainability credentials.
“Last year, we designed a stand for NBC Universal for the Brand Licensing Europe exhibition, and we received gold for our sustainability. That was a really amazing point for us.
“We can tell clients that their projects really are sustainable.”
Proven formats with fresh perspectives
Looking ahead, Whealy and Nicol discuss their ambitions for Scene2.
“We're really excited about the opportunity of where immersive might go, and how we can deepen fan engagement and pull the fans more into those physical worlds,” says Nicol.
“It’s looking at how you can blend proven formats with fresh perspectives. For us, that's the really exciting opportunity at the moment, and we're ready to dive straight into whatever that might be and try to bring that to life.
SAW The Experience - The Path Entertainment Group
Scene2 is continually working to expand its client base while developing pre-existing relationships.
“We want to be front-footed about things, and go out and see what opportunities are out there,” says Whealy. “Testing the waters, rather than just sitting in our own lane.
“Is there an opportunity in this different sector? Could we combine it with our experiences and make something new? We’re having loads of conversations with different people and reaching out.”
International expansion
This ambition is exemplified by the team’s work on The Path Entertainment Group’s Monopoly Lifesize alongside designer Tim McQuillen-Wright, with whom it has worked on numerous immersive projects.
Other collaborations include Gunpowder Plot: The Immersive Experience, and The War of The Worlds: The Experience.
“Its an incredible set, incredibly detailed, and we love working with the designers and all the different teams,” says Nicol. “Looking at a Monopoly board and scaling up and bringing that to life is always fun. But there are lots of challenges. Lots of tech integrations.”
Monopoly Lifesized - The Path Entertainment Group
The workshop has now delivered several iterations of the attraction, including four in Tottenham Court Road and a modular version that is touring the US.
"We're really excited to be working with more companies in the US, more companies across Europe, to work with lots of different people,” says Nicol.
“I’m happy to be at the forefront of everything that's changing and driving those new ideas.”
As Scene2 enters its next era, it is set to take on bigger and more ambitious projects and ride the next wave of immersive.
By building relationships across the sector and beyond, the company is positioned to engage with projects early and help clients to make the best creative use of their budget.
The team welcomes new collaborations and creative opportunities.
