Alterface, a leader in interactive technology, is introducing a new Interactive Concept Design service to support operators, designers, and suppliers in creating attractions that incorporate interactivity from the start.
The attractions market is becoming increasingly competitive, with visitors expecting immersive storytelling, personalisation, and replayability. To meet these expectations, interactivity needs to be built into attractions from the beginning, rather than added later as a technical feature.
Alterface’s new service responds with a creative consultative approach that seamlessly integrates interactivity into the design process from the start.
“We’ve seen a growing demand for early-stage support from clients who want to ensure their experiences attract and retain guests through dynamic interactive technology,” says Stéphane Battaille, CEO at Alterface.
“They’re looking for concepts where gameplay and story seamlessly work together. With this service, we can share our expertise and creative tools to help shape attractions that are compelling, cohesive, and interactive by design.”
25+ years of experience in interactivity
Alterface is uniquely placed to provide this service, leveraging over 25 years of experience in interactivity, a portfolio of award-winning attractions recognised worldwide, and a team with deep expertise in guest behaviour, interactivity mechanics, and gameplay storytelling.
The company’s Interactive Concept Design approach places interactivity at the centre of the guest experience, rather than simply adding it in afterwards. The team examines every element of a ride, from storytelling and media to theming, devices, projections, special effects, lighting, and even the ride systems themselves, to ensure they actively engage visitors and immerse them in the story.
The process also takes into account crucial operational factors, such as throughput, layout, budget, accessibility, and inclusivity, offering a clear view of how interactivity integrates smoothly across all creative and technical aspects. This enables operators and designers to mitigate risks during production, simplify integration, and create innovative, replayable experiences that engage guests.
Core principles
The Interactive Concept Design service is guided by several core principles. At its foundation is the belief that interactivity should be central to the attraction, seamlessly woven into storytelling, gameplay, and the technical framework rather than treated as an afterthought.
Guest experience is consistently prioritised, with technology serving as a means to create memorable, engaging moments—never overshadowing the needs or enjoyment of visitors. Creativity drives every project, as Alterface brings original concepts and interactive storylines to life, ensuring each experience is both distinctive and imaginative.
Collaboration is also fundamental; the company works closely with designers, enhancing and supporting their creative vision rather than competing with it. Finally, each solution is customised to the specific requirements, audience, and operational realities of each client, resulting in unique, practical, and impactful interactive attractions.
For operators, designers, and suppliers
Interactive Concept Design is for anyone looking to create an interactive and engaging attraction.
Operators will benefit from lower risks and more streamlined production workflows, leading to an engaging and repeatable experience that fits within their budget. Master planners get early insight into how interactivity fits into a park or attraction. Design-build vendors gain creative and technical guidance from an industry leader on the best ways to integrate interactive elements into storytelling and theming.
“Our Interactive Concept Design service enables everyone to gain an early-stage vision of the ride concept without requiring a full commitment to production, helping the team confidently move forward in their creative process,” says Battaille.
“The result is a cohesive integration of interactivity into the attraction, improving the overall project quality and creating a unique, engaging experience for visitors.”
Alterface will showcase its Interactive Concept Design service at IAAPA Expo Europe in Barcelona, Spain, taking place from 23 to 25 September 2025. Visitors can schedule a concept consultation by email or experience real-world results firsthand at Alterface’s booth, #1-253.
Alterface also recently announced the promotion of François Danhaive to chief operating officer.
