Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
Not only is Alterface, a leader in interactive technology, marking its 20th anniversary in 2021, it also celebrating milestones of three of its key projects, 15 years on from its first interactive theatre Desperados, 10 years on from Maus au Chocolat, its first major dark ride, and five years on from the successful JUSTICE LEAGUE: Battle for Metropolis rides that it contributed to for Six Flags.
Alterface designs turnkey attractions and can create technology solutions for a wide range of attractions, from dark rides to interactive experiences. It is based in Belgium and was founded in 2001.
Bringing the story alive
In an interview with Asia Attractions Magazine, Laurence Beckers, creative director at Alterface, says that the company’s attractions enjoy such longevity because of “a good mix of great content, powerful theming, well-designed interactivity and high quality.”
“Alterface has always been about bringing the story alive and involving visitors in our narrative, using the best technology to serve the purpose, or creating the technology when needed,” says Beckers, who has been with Alterface since the start.
“When we started Alterface, we wanted to make interactivity natural, to hide technology and bring magic to guests. We started out working with gesture recognition. People were interacting with a screen by using their body and hands, not with a device.”
An innovative approach
Desperados, Alterface's first interactive theatre project, combines the traditional theatre format with the fun of gaming technology. Since the first installations opened in 2006 the concept has been a huge success, allowing visitors to enjoy a fun and interactive group experience with added special effects.
Desperados
“Desperados has been a huge success all around the world and is one of Alterface’s most enduring attractions,” says Beckers. “I think this was the moment when we figured out our special Alterface formula: the story always comes first, and the interactivity and technology work to support that story.”
Following on from this, the company introduced its first major dark ride, Maus au Chocolate, which opened at the popular German theme park Phantasialand in 2011 and saw guests battling a mouse infestation at a bakery by shooting them with frosting.
Maus Au Chocolat
Speaking to Asia Attractions Magazine about Maus au Chocolate, Alterface CEO Stéphane Battaille says:
“At the time the ride was by far the largest attraction we had ever built. From an engineering standpoint, this project is my proudest achievement. Our team created brand new systems to track scoring and data from multiple vehicles each experiencing the ride separately yet at the same time. It was a major advance from our previous projects.”
Justice League
Then, in 2015, Alterface worked with several other themed entertainment experts, including Sally Dark Rides, on JUSTICE LEAGUE: Battle for Metropolis for Six Flags. Sally Dark Rides designed and turnkeyed JUSTICE LEAGUE and Alterface supplied the interactive system.
This ride proved so popular that Six Flags went on to develop extra versions of the ride for its parks across North America. In 2017, the version at Six Flags Magic Mountain was given a Thea Award for outstanding achievement.
Justice League
Etienne Sainton, product manager at Alterface, says that the success of this concept is down to the fact that the technology blends in with the attraction instead of taking centre stage:
“We are dedicated to creating the most customized experience for each project. Every improvement and new technology we have created provides more flexibility for the designers and a better experience for the visitor, resulting in successful and sustainable attractions for the park.”
“The technology we helped bring to the JUSTICE LEAGUE attraction was only one component of a really fantastic attraction,” adds Alterface project manager François Danhaive. “We are able to work effectively as a team member, but we are also able to create turnkey attractions as well, depending on what the client needs.”
Tournaments meet interactive gaming
Battaille also spoke to Asia Attractions magazine about the company's latest creation, Action League: The Interactive Revolution, saying:
“We are very excited about this new ride, which combines different levels of sensation and amusement into a completely new formula. Parks and leisure venues will appreciate the attraction’s high re-ride factor and impressive throughput.”
Action League
Action League is an innovative mix of tournament and interactive gaming which features an ultra-dynamic multi-axis motion. During the experience, multiple teams compete with each other for the chance to become the ultimate winner. The ride includes interactive shooting and competitive gaming, all with the sensation of a rotating platform, and it is designed to feel like a large sports arena.
In an earlier press release about the new product, Sainton said: “Based on our experience with interactive rides and feedback from the market, we decided to develop this new tournament formula. It is a totally innovative approach and combines the gaming and shooting in a competitive setting with the sensation of motion whilst the platform turns between the screens and puts teams in competition.”
Last year, Alterface announced its new management team alongside its vision for the future as it looks forward to many more successful years in the attractions industry.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
Inowize, a creative company delivering interactive experiences, presents QBIX Play, the latest version of the QBIX immersive gaming room platform, designed to appeal to younger audiences and serve as a compelling visual and experiential centrepiece in modern entertainment venues.
QBIX Play builds on QBIX's proven success to make group play more accessible, spontaneous, and flexible for operators. While QBIX has become a global leader as the high-performance Pro version for immersive group gaming, QBIX Play expands this concept.
Responding to operator demand
QBIX Play is the open-edition version of QBIX, created for younger audiences, family venues, and day-pass entertainment settings.
The attraction preserves the core gameplay of 6 players playing simultaneously, all within a compact 4 x 4 metre (13 × 13 feet) area. It features nine themed multiplayer titles.
The new edition has been developed in response to a clear operator demand: to increase session frequency, to seamlessly integrate into free-play models, and to reduce friction for younger demographics.
“QBIX Play was born from listening carefully to both operators and guests,” says Claudia Mihalache, co-founder of Inowize.
“The market doesn’t need more complexity. It needs immersive attractions that are easier to deploy, easier to access, and easier to monetize.”
QBIX Play eliminates structural obstacles and adopts an open, highly visible design to encourage spontaneous participation while ensuring high throughput per square meter.
Initially unveiled as a concept at IAAPA Expo in November 2025, it was introduced as a new edition of the immersive gaming room. Due to significant industry interest, the product has now been installed in two U.S. locations: FunVille and AR's Entertainment Hub.
The team also revealed its ninth game title for QBIX, Last Defense, at IAAPA Expo 2025.
Venues can now choose between QBIX, QBIX Play, or scale with QBIX Multi-units, allowing them to build layouts that fit their traffic, space, and business model.
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SSA Group has been working on a transformative approach to operations. By weaving its signature 452 Hospitality ethos, rooted in a legacy of welcome and human connection, into Scout, a new AI-driven operating system, the company demonstrates how AI can enhance rather than replace the human side of hospitality.
For nearly 60 years, SSA Group has been a staple in the cultural attractions sector, collaborating with zoos, aquariums, and museums to provide comprehensive guest services. As a family-owned business, the company has continually adapted, but its core mission remains centred on a simple, powerful concept: hospitality.
We speak with CEO Sean McNicholas and vice president of people and culture, Jason Stover, to unpack Scout's mission and learn how it can open the door to both greater efficiency and more memorable moments.
SSA reimagines the industry
Starting by looking at the bigger picture, McNicholas says: “What I love about SSA and our family business is our curiosity for continuing to reimagine the industry.
"Those are pillars of our plan. We approach 60 years as a family business in 2030, and what’s exciting to us is continuing to innovate, not just our business, but the guest experience for our clients and partners.”
Sean McNicholas and Jason Stover
This culture of curiosity is what prompted McNicholas and Stover to investigate the potential of artificial intelligence long before it became the industry buzzword it is today.
"Five or six years ago, Jason came to me as one of the early adopters of AI. We started talking about it, and the more we looked at tools like AI, we asked a very simple question: what one, two, or three areas could AI positively impact our business?"
For SSA, the goal was not to replace staff or remove the human element from the museum or zoo experience through automation. Instead, the emphasis was on liberation.
"The thing that became clear was how tools like AI could help us become more efficient with data, back-end systems, and administrative work," adds McNicholas.
"If we can be more efficient there, we can spend more time meeting guests where they need us, which is on the front line.”
The outcome of this exploration is Scout, an AI-assisted tool and ‘unified intelligence layer’ designed specifically for cultural attractions.
Scout is positioned not as a replacement for human workers, but as a co-pilot. It is an operating system that gathers data from across the industry to provide real-time insights. Unlike general-purpose AI tools, Scout has been built for the sector's operational realities.
"AI is trending now, but it’s not new," says Stover.
"I’ve been with SSA for almost 30 years, and my journey with AI in this company has existed since day one. When I first became a manager, we were already experimenting with predictive analytics, trying to forecast attendance and staffing.
"That was AI at the time."
However, the leap to generative AI offered a new opportunity to support SSA's secret sauce: its people.
Stover employs a cinematic analogy to describe Scout’s role within the workforce:
"I compare it to Tony Stark," he says. "He’s brilliant, but he doesn’t become Iron Man until he has Jarvis. That’s what Scout is. It’s a co-pilot that takes away routine, monotonous work so our people can focus on what matters."
Real-time, useful insights
Designed to support guest-journey walkthroughs, the platform collects real-time observations and converts them into actionable insights tailored to each attraction.
The tool was created in accordance with SSA’s core belief that technology should never replace connection; it should enhance it. The idea is that data and design can collaborate to create memorable guest experiences.
This supports SSA’s wider focus on innovation, which aims to turn curiosity into meaningful change that advances partners' missions. By automating data analysis, Scout helps operators make more informed decisions about designs, platforms, and revenue strategies.
"Guest expectations are evolving faster than ever," says Stover. "Scout was built to meet this moment as a tech-forward AI tool that allows us to keep experiences deeply personal.”
The heart of the system: 452 Hospitality
Although the technology is impressive, the engine driving Scout remains entirely human. At the centre of Scout’s design is 452 Hospitality, the cultural ethos that defines SSA Group’s purpose and character.
Named after 452 Leyden Street, the Denver home where SSA’s founders first lived and practised hospitality, 452 has since become both a numeric and philosophical code for what the company stands for: a spirit of welcome, belonging, and genuine human connection.
At 452 Leyden Street, anyone could come in for a meal, a chat, or a place to rest. And that sense of genuine warmth now lives on in every SSA service encounter.
Today, 452 Hospitality reflects SSA’s ongoing dedication to creating authentic, memorable moments that uplift guests, partners, and colleagues alike.
That same spirit guides Scout’s purpose: rather than replacing people, the AI system aims to enable staff to embody 452 Hospitality more fully, freeing them from administrative burdens so they can provide the personal engagement that makes guests feel welcome and valued.
In practice, this involves a particular method for engaging with guests and monitoring operations. Scout develops a digital framework for this using the SOQ model: Observation, Opinion, and Question.
"Scout is being trained by the entire zoo, aquarium, and cultural attraction industry," Stover says. "Every conversation, every audit, every partner insight gets ingested and shapes how Scout operates.”
Within the Scout ecosystem, there are various ‘agents’ dedicated to different tasks, such as labour optimisation and inventory management. However, the ‘452 agent’ is unique.
"It has vision and voice capabilities. As you walk through operations, it analyses images and observations in real time and evaluates them against our hospitality standards. It acts as a co-pilot for auditors and operators, making observations, offering insights, and matching them with best practices and solutions.
“You might miss something as a human, but Scout won’t.”
Scout in action
The deployment of Scout is already producing tangible outcomes, progressing from theoretical ideas to solving complex on-site issues. This highlights SSA’s focus on turning insights into action by combining data, technology, and human connection.
McNicholas emphasises that the team is "continually evolving Scout by testing it across multiple attractions," noting that "every new site adds more data and sharper insights.”
Stover offers an example of Scout’s operational intelligence in action from a working session with the Detroit Zoo. The team was exploring a complex “what-if” scenario: opening a new entrance near a new exhibit while navigating compliance considerations, budget constraints, and a nearby rail track.
“Using Scout as a sandbox alongside their team, we pressure-tested the constraints, surfaced relevant regulatory considerations, explored alternative approaches like repurposed shipping containers, and generated rough-order cost ranges. It was less about committing to a final plan and more about accelerating discovery.”
“What’s exciting is that every audit surfaces a new real-world question, and we ask: Should this become a new sub-agent? That’s how Scout keeps evolving.”
Another success story comes from the Dallas Zoo, where Scout was instrumental in helping the zoo team explore their own AI journey while SSA conducted an inter-department relationship audit.
Scout is tailored to each user’s psychology
What makes Scout different from typical business AI tools is its incorporation of behavioural psychology. Acknowledging that strong operations don't happen by accident, SSA has combined leadership development with its technological roadmap.
Stover, whose background is in people and culture, insisted that if they were to create co-pilots, they had to understand the humans who would use them. So, instead of providing generic recommendations, Scout adapts its guidance to each leader's thinking and communication style.
"One of the first things we decided was that if we were going to build AI co-pilots, they needed to integrate Behavioural Essentials," Stover says. "We already use behavioural assessments that give leaders a 21-point profile, with strengths, tendencies, and blind spots. We’ve now incorporated that into Scout.”
This means that when a manager logs into Scout, the system is tailored to their specific personality profile.
"It understands how I communicate, where I might need softer language, or where I might need more structure," Stover says.
He adds that McNicholas served as the ‘guinea pig’ for this feature:
"We merged his traits and blind spots into Scout as he was working through our future roadmap. Scout isn’t just an AI tool; it understands your psychological makeup and helps cover your blind spots as you operate in your role.”
The future of the workforce
A common concern about AI is the risk of job displacement. However, SSA’s leadership firmly states that their investment in technology aims to safeguard, not eliminate, their workforce.
"As CEO, culture is my responsibility, and culture starts with values," McNicholas says. "Hospitality, human-to-human interaction, has always been our foundation. I don’t want a world of all robots and automation. I love people too much.
“That’s why Scout exists. It helps us live what we love to do: creating special moments for people.”
Stover shares this view, considering AI as a safeguard against the decline of interpersonal skills observed in other industries:
"We have to be proactive in shaping the future. Many companies will use AI purely to impact the bottom line. That’s their choice. But SSA has always been people-focused. We’re adopting AI safely and intentionally to better our people. As interpersonal skills decline elsewhere, we’re protecting them by freeing people up to reconnect.”
The efficiency gains are clear. Stover notes that tasks like scheduling, which previously took hours to analyse against weather and sales history, now happen in seconds. "That frees managers up to spend time with their team. That’s the point.
“We’re hospitality people. We want to be in front of guests, not behind a screen.”
A vision for 2030
Looking ahead, SSA has set bold goals for the next five years. As the company approaches its 60th anniversary in 2030, the vision is for a fully enabled workforce where each employee has a digital partner.
"By 2030, every person in our company will have a co-pilot that helps them be more efficient," predicts McNicholas. "We’ll also bring a unified revenue strategy to attractions, something the industry lacks.”
He also believes the metrics of success are shifting. It is no longer enough to simply count heads at the gate:
"The future metrics won’t just be attendance. They’ll be revenue, guest experience, and fulfilment," he says.
"There’s more competition than ever, and we have to be the place where guests leave thinking, 'That felt right.' To do that, our people need tools like Scout so they can spend more time creating those moments.
“That’s how we reimagine the industry.”
The future of hospitality
Summing up the benefits, COO Travis Kight says:
"AI is the future of hospitality, but not in the way most imagine. We see AI as a co-pilot, not a replacement, designed to protect the human connection that defines our industry.
“Tools like Scout allow us to turn data into real-time insights, freeing our teams from repetitive tasks so they can focus on creating unforgettable guest experiences.
"As Sean mentioned, by 2030, our vision is for every team member to have a digital partner that amplifies their strengths, covers blind spots, and helps us deliver hospitality at a level the industry has never seen.
“AI isn’t about automation. It’s about empowerment.”
As SSA Group looks towards the attractions of tomorrow, its message is clear: the path to the future is built on data, but the goal remains human connection.
By anchoring Scout in 452 Hospitality's philosophy of creating meaningful, human-centred moments, SSA isn’t just adopting AI for efficiency. It’s enhancing its ability to deliver heartfelt experiences that define its brand and shape the future of the guest experience.
"That’s the foundation of Scout," Stover says. "If a tool doesn’t protect hospitality or make us better people-facing operators, it doesn’t get built.”
When women step into construction, architecture, and design, they bring precision, patience, and a collaborative spirit that reshapes the built environment. Through mentorship, knowledge-sharing, and support across trades, they strengthen teams and elevate projects.
When we make space for women in construction, we build not only better spaces but stronger industries.
When we think about construction and architecture, many of us instinctively picture a male-dominated profession. For generations, architecture has been perceived as a field led primarily by men.
Yet, in interior design, a closely related discipline, the trend is strikingly different. The 2023/2024 diversity survey by the British Institute of Interior Design (BIID) reports that approximately 90% of interior designers are female.
This contrast raises an important question: why has architecture historically been male-led, and why are we now witnessing a meaningful shift?
A visible shift in leadership
The industry is evolving. We are increasingly seeing successful, high-profile projects led by women - projects that are not only ambitious but culturally significant.
Transformation plans for the National Gallery, London. Image courtesy of Selldorf Architects.
Meanwhile, the transformation of the National Gallery was entrusted to Selldorf Architects, founded by Annabelle Selldorf, who was named one of the 100 most influential people in 2025.
These are not isolated examples. They represent a broader shift in visibility, recognition, and influence. They also demonstrate something powerful: women are not just participating in architecture - they are shaping its future.
What women bring to the design process
In architecture, design and construction, the work goes far beyond creating buildings - it is about shaping human experience. It is about how people move, feel, gather, and connect within a space.
Female architects and designers often bring a strong emphasis on usability and comfort. They demonstrate greater sensitivity to safety and inclusivity, along with careful attention to human-scale details. Their work is often guided by empathetic, user-centred thinking.
Women frequently prioritise how diverse communities will interact with a space. From public institutions to commercial interiors, this approach ensures environments are not only visually compelling but also welcoming, safe, and accessible.
Design becomes less about monumentality and more about meaning.
The power of diverse teams
At Lumsden Design, diversity is embedded into how we operate. With 72% of the team being female and an international mix of backgrounds, collaboration becomes the foundation of success.
This diversity has an impact on the global projects we are involved in, particularly for cultural and visitor-attraction organisations such as Netflix, Natural History Museum of Denmark, and Warner Bros. Discovery.
Netflix House - the morning exterior facade of Dallas, showcasing the iconic Red Envelope entrance, creating an instantly recognisable brand moment
A combination of ethnicities, genders, and cultural experiences expands creative potential and allows for all voices to be heard. It enhances cultural sensitivity and strengthens problem-solving capabilities.
In an industry where design is a form of storytelling, this breadth of perspective prevents generic, one-size-fits-all solutions and makes it unique to a destination.
This approach directly aligns with the principles of the experience economy - where it’s not about delivering products or services alone, but it’s about creating meaningful, memorable experiences and curating emotional, immersive journeys.
Leadership beyond ego
Female-led design is often characterised by functionality, attention to detail, and innovation grounded in empathy. There is typically less focus on ego and more on collective success.
Mentorship plays a crucial role. Leadership becomes less about personal ambition and more about nurturing talent, elevating others, and creating space for growth. By fostering curiosity and collaboration, teams develop stronger commitment and long-term progression.
Inclusive organisations are significantly more capable of meeting financial goals, and a higher representation of women in leadership correlates with greater radical innovation.
Why? Because leadership styles complement one another.
Traditionally, male leadership has been associated with agentic qualities—goal-driven, decisive, performance-oriented. Female leadership often brings communal and empathetic strengths—emotional intelligence, communication, collaboration, and people-focused management.
When these approaches work together, they create a dynamic that outperforms homogeneous teams. Employee morale improves. Staff turnover decreases. Creativity increases.
The result is not compromised - it is a competitive advantage.
A new era for architecture, design & construction
Architecture and design are storytelling disciplines. They shape how we experience culture, commerce, and community. To tell richer stories, we need richer perspectives.
The growing presence of women in architecture is not about replacing one dominance with another. It is about balance. It is about recognising that the most innovative, resilient, and successful teams are those built on diversity—of gender, culture, experience, and thought.
The profession is evolving from a historically male-led industry to a more inclusive, collaborative field. And as the examples from the British Museum and the National Gallery demonstrate, women are not just contributing—they are leading at the highest level.
Gender-diverse leadership is no longer optional. It is essential to the future of architecture and business alike.
The buildings we design today will shape the world of tomorrow. It is only right that the people shaping them reflect the full diversity of the communities they serve.
Disney Cruise Line has unveiled a first look at its new Disney Adventure cruise ship following its arrival in Singapore.
As Disney Cruise Line’s largest-ever ship and its first to be homeported in Asia, the Disney Adventure is set to embark on its maiden voyage from Singapore on 10 March.
Sharing a first glimpse aboard the ship, Disney offered fans a look at its seven themed areas, which include elegant lounges for adults and immersive spaces designed for children and families
Guests aboard can explore seven uniquely themed areas, including Disney Imagination Garden, Town Square, San Fransokyo Street, Marvel Landing, Wayfinder Bay, Disney Discovery Reef, and Toy Story Place.
Featuring an open-air courtyard, Disney Imagination Garden includes a central Garden Stage for shows and events, along with two quick-service dining options.
A celebration of Disney Princesses, Town Square welcomes guests with makeovers, themed dining, Broadway-style shows, and nearby signature restaurants.
Inspired by Big Hero 6, San Fransokyo Street includes the Big Hero Arcade, Baymax Cinemas, the Alley Cat Café, and myriad shopping experiences, including a Duffy and Friends shop.
Set in the Marvel Landing area, an immersive Marvel-themed zone, guests can enjoy the Ironcycle Test Run, the longest roller coaster at sea, alongside the Pym Quantum Racers and Groot Galaxy Spin.
Located on the ship’s stern, Wayfinder Bay offers guests the opportunity to unwind by the pool while enjoying live entertainment, while Discovery Reef offers a collection of themed eateries, bars, and cafés inspired by Disney and Pixar's underwater tales.
Toy Story Place, a water play area on the ship’s upper decks, features pools, whirlpools, slides, and splash pads inspired by Pixar’s Toy Story films.
After arriving at its new home port, Marina Bay Cruise Centre in Singapore, on 3 March, the newest ship in the Cruise Line was welcomed to the fleet with a christening ceremony on 4 March.
"The arrival of the Disney Adventure in Singapore marks a significant milestone in our global expansion, introducing Disney cruising to Asia for the very first time," said Joe Schott, president of Disney Signature Experiences.
He added: "Honouring Disney Cruise Line’s legacy of unforgettable journeys, our newest ship brings together our signature storytelling and creativity in an exciting new region."
After more than three years of work, Elephant Valley is opening at the San Diego Zoo Safari Park today (5 March).
The project is the largest and most transformative in the San Diego Zoo Wildlife Alliance's 109-year history.
The new experience on a 13-acre site will provide an up-close viewing of the park’s herd of eight endangered African savanna elephants – Swazi, Ndlula, Umngani, Khosi, Zuli, Mkhaya, Nisa, and Kami.
Named the Denny Sanford Elephant Valley after its lead donor, the habitat is designed as a dynamic savanna and features more than 350 rare and endangered African plants to replicate the sights, sounds and smells of Africa's ecosystems.
It also serves as a bridge between the zoo's scientific work in San Diego and its elephant conservation initiatives across the African savanna.
At the heart of Elephant Valley is Mkutano House, a two-story restaurant featuring three distinct dining destinations: Mkutano, Ona Lounge, and Tu Grill.
Shawn Dixon, president and CEO of San Diego Zoo Wildlife Alliance, said last year: "Denny Sanford Elephant Valley's innovative design celebrates the world's largest land mammal and the communities that coexist with them.
"Every detail of this habitat has been purposefully designed to reflect the elephants' natural environment, supporting their well-being while inspiring meaningful connections."
San Diego Zoo Safari Park is one of several zoos investing in enhanced elephant habitats, alongside projects such as Elephant Trek at the Cincinnati Zoo and Botanical Garden.
Elephants in zoos across the world remain a controversial topic, with some organisations no longer keeping the animals.
The San Diego Zoo and its safari park are fully accredited by the Association of Zoos and Aquariums (AZA), which has specific rules and guidelines for keeping elephants.
Dan Ashe, AZA’s president and CEO, told the San Diego Union-Tribune the association is committed "to managing elephants as elephants, in multi-generational herds, and allowing them the space and the opportunity to do what they want to do, to behave as elephants and as elephants do in nature".
He said zoos will likely look at the San Diego Safari Park's new habitat "and say, 'Wow, look what they're doing, can't we do that?'"
Images courtesy of the San Diego Zoo Wildlife Alliance
Desperados
Maus Au Chocolat
Justice League
Action League
Transformation plans for the National Gallery, London. Image courtesy of Selldorf Architects. 
Netflix House - the morning exterior facade of Dallas, showcasing the iconic Red Envelope entrance, creating an instantly recognisable brand moment
Warner Bros. Studio Tour Tokyo
