Universal Rocks, a specialist in themed environments and rockwork, has been steadily carving its name into the industry with a reputation for high-quality craftsmanship and innovative materials. Established in 2010 in Portugal, the company has become a significant player in the European and global markets.
Universal Rocks is known for its unique blend of artistry and technical precision, creating immersive experiences in some of the world’s most beloved theme parks, water parks, zoos, and public spaces.
In a conversation with co-founders Fabio Maiuri, CEO, and Hélder Lopes, manager, we explore the company’s origins, commitment to excellence, and the exciting projects shaping its future.
About Universal Rocks
Universal Rocks creates ultra-realistic themed environments. It designs artificial rocks and immersive décor for amusement parks, water parks, zoos, hotels, public spaces, and more.
“We started in 2010 in the north of Portugal,” says Lopes, recalling the early days of Universal Rocks. “Two friends, Fabio and I—both carvers—decided to create a company focused on high-quality theming projects. Initially, it was just the two of us working on small steps and carving the projects ourselves. We wanted to introduce our quality to the theming world.”
From the outset, Lopes and his partner built Universal Rocks with a commitment to delivering only the best, a core principle that has driven the company’s growth over the last 14 years. “We’re a family company, but even from day one, we focused on providing the best to our clients.”
Speaking about what makes the company unique, Maiuri adds:
“Our strength lies in the quality of our work, which is regularly awarded for its durability and the technical precision of our décor creators. What sets us apart is the stability of our teams—we rarely use freelancers; all our technicians and artists are permanent employees of Universal Rocks. We are committed to meeting our clients’ needs perfectly while adding that artistic touch that cannot be replicated in a 3D composition.”
Maintaining quality in every project
The company’s vision is to push the boundaries of immersive design while maintaining high standards. It is known in the industry for its technical expertise and attention to detail. Each project the firm works on is planned meticulously, with a team chosen to meet its individual needs. Lopes says that this process is one of the reasons that Universal Rocks can deliver high-quality results each time.
“When we win a project, before we start, we always choose the best workers and team for that specific project,” he says. “We adapt the team depending on the location and the design, ensuring everyone is perfectly suited for the job. We are always involved in the process from start to finish, visiting the site regularly, checking progress, and ensuring that what we deliver is exactly what the client wants—or better.”
Maiuri agrees: “We work closely with our clients to exceed their expectations. We also allow our artists the freedom to express themselves and offer their ideas, adding that unique, indefinable touch that makes a creation genuinely successful.”
This attention to detail and personal involvement are key factors that have earned Universal Rocks its reputation for excellence.
Nurturing talent is the key to success
Lopes believes that the strength of Universal Rocks lies not only in its leadership but also in its team. The company has attracted some of the best sculptors and artisans in the industry, many with decades of experience. “Right now, I believe we have the best sculptors in the market,” he says. “We’re always looking for new talent, but we also have a team of people with 20, 30 years of experience in the industry.”
This blend of experience and fresh talent is critical to Universal Rocks’ success. Lopes highlights the company’s commitment to fostering a positive work environment where newcomers can learn from seasoned veterans: “It’s like a family and the new talents that come in quickly adapt to our way of working. In one or two years, they’re at the level we expect, learning from the experienced members of the team. This mix of old and new is what makes us unique.”
Moreover, Universal Rocks allows its workers to specialise in different techniques, ensuring a versatile workforce capable of tackling various projects. “Some workers are great at shaping steel, while others excel in working with concrete,” says Lopes. “We ensure that each worker is in the right place to maximise their skills.”
“Our sculptors are essential, turning concepts into reality through their creativity and expertise,” says Maiuri. “We attract and retain talent from all over the world by providing a stimulating work environment and a high degree of creative freedom. We know each sculptor’s strengths well, allowing us to assign them to projects where their unique skills can truly shine.”
“Our teams are supported and trained throughout their journey at Universal Rocks to master the techniques and standards essential for the flawless execution of our work.”
The importance of quality materials
Of course, no amount of talent can compensate for subpar materials. Universal Rocks has built relationships with the best suppliers to ensure that the materials it uses—whether steel, concrete, or innovative new composites—are of the highest standard.
“We carefully select our materials based on their durability and compatibility with the design,” says Maiuri. “We also take into account the CSR policies and environmental commitments of our suppliers to ensure a responsible carbon footprint.”
“The concrete we use, for example, is specially adapted for each environment,” says Lopes. “We work closely with suppliers to develop materials that are durable, lightweight, and eco-friendly. In some projects, like the Krønasår Hotel [at Europa-Park], we used a special lighter concrete that allowed us to achieve the necessary design while reducing weight.”
Universal Rocks also regularly reevaluates its material choices to ensure they remain at the cutting edge of industry standards. “The world is changing,” Lopes adds. “We are always searching for new materials and techniques, working with our suppliers to stay ahead of the curve.”
Staying agile in a competitive market
As the themed entertainment industry grows, companies like Universal Rocks face increasing competition. For Lopes, adaptability is critical to staying ahead of the game. “It’s about coordination,” he says. “We work closely with clients and architects to ensure we understand exactly what they need. Sometimes, project directors or architects change midway through a project, and we must adapt quickly.”
He stresses the importance of clear communication and collaboration in ensuring a successful outcome. “We need to understand what the client wants, even if the design or vision evolves over time. It’s not always easy, but by staying flexible and working together, we can always deliver on time without compromising quality.”
Universal Rocks has also expanded its teams of sculptors, painters, and set builders to effectively meet all demands.
“With nearly 80 workers, we remain flexible, responding quickly to client needs while maintaining the same creative team throughout the project,” says Maiuri. “Our management team adjusts strategies and logistics as needed to ensure both quality and timelines are met for each project entrusted to us.”
Iconic projects and memorable challenges for Universal Rocks
Universal Rocks has contributed to some of the world’s most iconic themed environments, including projects at Europa-Park and Futuroscope. Reflecting on personal highlights from an extensive portfolio of past projects, Maiuri says: “One of our proudest achievements is the work we did for Taron at Phantasialand. It pushed the boundaries of what we could achieve and helped establish our reputation for high-quality, immersive environments.
“That project was a turning point for Universal Rocks,” says Lopes. “We were still a small company at the time, often subcontracted by larger firms. But this project put us on the map. It was a massive undertaking—thousands of square meters in a very short time—but the quality we delivered spoke for itself. After that, we were ready to take on any challenge.”
One recent highlight is Futuroscope’s new second gate, Aquascope, a water-themed experience that pushed the Universal Rocks team to new heights.
Aquascope water park
Universal Rocks contributed to three areas of the new park, bringing the creative vision of Futuroscope’s design teams to life with advanced shotcrete techniques and exceptional craftsmanship. For the park’s shower room, the company worked on the creation of wall and ceiling sculptures. The space is designed as a cave filled with intricately sculpted drops, enhancing the overall aesthetic and thematic experience.
Meanwhile, for the family-friendly area La Faille de Kraki, the team constructed artificial rocks and sculptures, a musical cave and a giant statue of the mascot Kraki. This area features a blend of whimsical rock formations and interactive elements. In addition, the company created artificial rocks and rock walls for several areas within the park’s innovative immersive space, Les Abysses de Lumière.
“The team at Futuroscope was wonderful,” says Lopes. “From the beginning, we had clear conversations; if something was wrong, they were always open to help. It was our first time working with submersible environments, which was a challenge, but we had the right people on the job, and everything flowed smoothly.”
“As always, we immersed ourselves in the project to fully understand every aspect and support the park’s project managers at each stage, all the way to the complete cleaning of the themed structures to ensure impeccable water quality,” adds Maiuri. “We overcame not only artistic challenges but also logistical and technical ones.”
Universal Rocks & Europa-Park
Another standout project was at Europa Park, where Universal Rocks has a long-standing partnership.
“As a privileged partner of Europa-Park for many years, Universal Rocks has had the honour of contributing to some of the park’s most iconic projects,” says Maiuri. “We have created striking designs, such as the monumental façades of the Voletarium and the Krønasår Hotel, as well as key elements of the Voltron Nevera décor and the Croatian quarter.
“We were also involved in reimagining the façades of the Cancan Coaster, the redesign of the Piraten in Batavia and Fjord Rafting attractions, and the development of the Austrian zone. Moreover, our significant involvement in most of the décor for Rulantica has established Universal Rocks as a recognised specialist in creating sculpted concrete environments for water parks.
“For each project, our team worked closely with the creative and technical teams at Europa-Park to ensure that our contributions seamlessly integrated into the park’s landscape. This close collaboration is essential to create environments that fully respect the park’s identity and objectives.”
“The last project we did there was Croatia and Austria,” says Lopes. “It was a huge project—too many square meters in too short a time—but we know each other well. They trust us, and we trust them. It’s always a pleasure to work with Europa Park because they push the boundaries of design and theming.”
A satisfied customer
Talking about the partnership, Christof Zimmermann, a theming and decoration manager at Europa-Park, says:
“Universal Rocks was involved in all our projects with rockwork and façade design. From making the rocks to painting them to match, Universal Rocks has done it all. Whether it was classic rocks, old facades, ruins or wooden replicas, everything was produced for us to the highest quality.”
“They are reliable, creative, great sculptors, work quickly and have their own construction site management skills. They have helped us complete projects as quickly as possible in a short time. And they always paid attention to quality.
“The quality of the materials is very good for our needs. The team is very reliable, hard-working, and willing to go above and beyond the call of duty.
When asked if he would recommend the company, he adds: “Absolutely and without restrictions. We have already planned the next projects with Universal Rocks.”
Looking to the future
With its roots firmly established and a growing portfolio of successful projects, Universal Rocks is optimistic about the future. The company is currently working on major projects in one of France’s leading theme parks and has plans to return to Sweden’s Liseberg, following the devastating fire that damaged the Oceana water park while it was under construction.
“The future is bright,” says Lopes. “We want to continue growing, but without losing sight of what made us successful in the first place: quality and dedication.”
Universal Rocks is also exploring new materials and techniques, with a particular focus on sustainability. “We’re searching for more eco-friendly options, like concrete, to carve more easily. Adapting to the times is important, and sustainability is a big part of that.”
Maiuri adds: “We’re excited about developing new technologies, like secondary structures without steel for underwater projects, our own concrete mix, and designs that align even more closely with 3D projections from clients.”
The pair also remain focused on maintaining the company’s hard-earned reputation for excellence. “We’ve spent 14 years building a name for ourselves,” says Lopes. “But we know that’s just the beginning. We must keep pushing forward, finding new talent, and delivering the quality our clients expect.”
Ultimately, Universal Rocks’ success comes down to a simple formula: hard work, talent, and a commitment to doing things correctly. As Lopes says: “If you love what you do, and you do it well, people will notice. That’s what we’ve always believed, and we’ll continue to believe as we grow.”
