Falcon’s Beyond Global, a fully integrated development enterprise for IP-driven parks, resorts, media and merchandise, has announced that Falcon’s Creative Group, a division of the company, has appointed Matthew M. Martin as vice president of design.
Martin is a renowned leader in innovative and immersive storytelling and steps into a newly created role at the firm. He will head a team of creative directors, develop concepts, and drive the firm’s design development pipeline to set new standards in themed immersive experiences.
“Mastery of his craft”
With over three decades of global expertise in the themed entertainment sector, Martin has led creative teams through all stages of designing and developing world-class theme parks, themed immersive attractions, and experiences.
He most recently served as creative director for Saudi Entertainment Ventures (Seven), a PIF company in the Kingdom of Saudi Arabia, where he supervised the vision, development, and brand upgrades of billion-dollar entertainment destinations throughout the Kingdom.
Before this, he worked as a creative producer and art director for Universal Creative. Among his notable projects with Universal include land development in the upcoming Epic Universe theme park, Universal Islands of Adventure’s Hagrid’s Magical Creatures Motorbike Adventure, and the Jurassic World VelociCoaster.
Martin says: “For decades, as both a client and a design contemporary, I always considered Falcon’s Creative Group to be the pinnacle of what the theme park industry has to offer. It is truly an honor to merge my years of design experience and unique global history with their forward-thinking team and game changing projects to ideate the next level of amazing.”
His experience includes a role at Merlin Magic Making as creative lead for Legoland Parks, where he designed and delivered many attractions and experiences across its international portfolio. He also served as chief creative officer at DesignWorks, leading projects such as theme park attractions, museum exhibits, and themed spaces for youth ministry buildings.
Cecil D. Magpuri, CEO of Falcon’s Beyond, says: “I’ve had the great pleasure to work with Matthew over the years and admire his genius-level ability to develop and execute complex large-scale projects that seamlessly tie cutting-edge technology with compelling storytelling to amaze and inspire audiences, his colleagues and the theme park industry.
“Matthew has a mastery of his craft and brings a substantial depth of knowledge and emotional intelligence to his work and I’m thrilled to have him lend his vision to our team.”
International expansion
Martin joins Falcon’s Creative Group at a time of exceptional growth, and the firm has expanded its team to support creative projects around the world. Falcon’s Creative Group, for example, played a vital part in bringing the world’s first Dragon Ball theme park to life in Qiddiya City (the world’s first city created for play near Riyadh, Saudi Arabia), serving as the project’s master planner, attraction designer, and creative guardian.
Also in Qiddiya City, Falcon’s Creative Group is responsible for the master planning and creative guardianship of Aquarabia, Saudi Arabia’s first water theme park, as well as the experience design and technology development for its Gaming and Esports district, a world-first.
Martin received an MFA in Scene Design from Boston University and a BA in Architecture from Syracuse University. He is the owner of The Pancake Kingdom LLC and the author of the book Every Dad Can Be the Pancake King.
Earlier this year, Falcon’s Beyond Global announced its latest growth strategy. The firm will now manage its rides and attractions sales under the name Falcon’s Attractions Systems & Technologies (“Falcon’s Attractions”). This development highlights its dedication to providing advanced immersive rides, attractions, and technologies for LBE experiences and more globally.
