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Holovis and LEGOLAND New York recognised with Brass Ring Award

LEGO Factory Adventure Ride honoured at IAAPA Expo 2021

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concept art lego factory ride

Holovis, a leading experience designer, has announced that it has won a Brass Ring Award at IAAPA Expo 2021 in Orlando, alongside LEGOLAND New York. This was in recognition of the LEGO Factory Adventure Ride, a new attraction at the recently-opened resort, which was named in the category ‘Best New Major Ride/Attraction Product cost of more than US$5 million’.

LEGOLAND New York Resort, which opened this summer, is the biggest LEGOLAND yet at 150 acres and is home to 50 rides, attractions and shows across seven themed lands. The award-winning LEGO Factory Adventure Ride is exclusive to the New York location.

Become your own LEGO Minifigure

Holovis CEO Stuart Hetherington and Creative Director Peter Cliff Brass Ring Award
Holovis CEO Stuart Hetherington and Creative Director Peter Cliff receiving the award

As they enter, visitors meet eccentric Professor Brick, who takes them on a journey into the LEGO factory, where they find out how the iconic bricks are made before they are transformed into a LEGO Minifigure of themselves. Then they are packaged up and taken to a lucky child’s bedroom where the adventure truly begins – play.

For this project, Holovis worked with Merlin Magic Making, providing turnkey scenic, technical, and media content solutions. The trackless ride system was created by ETF Ride Systems, a leading ride designer and manufacturer.

Holovis’ cutting-edge HoloTrac technology powers the guests’ transformation into a Minifigure.

This new flagship attraction provides fun for the whole family and Holovis, Merlin Magic Making and ETF Ride Systems say they are proud to have worked on a ride that brings together state-of-the-art technology with an immersive design and engaging storytelling.

Last week, Holovis also announced its latest product for the family gaming and mini-golf sectors, 360Golf. This new innovation provides an immersive golfing experience with automated scoring and customisable themed courses. The company has teamed up with Adventure Golf & Sports (AGS) for the project, bringing together more than 30 years of mini-golf design expertise with its own high-tech capabilities.

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charlotte coates

Charlotte Coates

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.

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