Wondertree Creative is a new design consultancy specialising in themed environments and attractions founded by Justin East, former global creative director for Merlin Entertainments.
The new firm will offer services ranging from design for single, specific projects to master planning of completely new resorts and theme parks.
Wondertree Creative has already signed a consultancy agreement with a large development company tasked with building 3 new theme parks by 2027.
30 years of attractions experience
Justin East is renowned for his unrivalled knowledge and experience of theme park and attractions-based design.
He has served at Merlin Entertainments, the world’s second-largest attractions company in the world, for over 30 years. This has equipped East with a nuanced understanding of the issues “at the coal face” and a unique insight into what thrills the guest, works for the operator, and provides a return on investment.
An early project was the creative direction of Legoland California, the first Legoland Park outside of Denmark. Nearly three decades later, this attraction remains the most financially successful operation in Merlin’s worldwide portfolio of theme parks.
Over his career, East has led the creative delivery of a vast array of themed attractions that have become industry standards. He is known for developing world-class, branded destination concepts with leading names and brands including Cadbury’s, Derren Brown, Sony / Columbia Studios, Bear Grylls, and Ferrari.
Key projects include numerous Legoland’s worldwide and the expansion of Sea Life Centres into a recognised international destination brand. He has also been pivotal in enhancing and expanding Madame Tussauds’ global presence.
Creative & strategic services
East has founded his new design consultancy, Wondertree Creative, to offer a comprehensive and creative service which draws on his extensive strategic acumen.
He explains: “With so many great memories and lifelong friendships, Merlin is like part of my family so it was not an easy decision when I chose to move on. When I first joined Merlin, I thought it would be a fun adventure for a couple of years – thirty years later I can hardly believe how amazing the journey has been.
“My mentor, and hero, at Merlin for many years was Nick Varney – now Sir Nick, when he finished last year it was clear and appropriate that Merlin would evolve. On reflection, this is probably what prompted me to review my future and opportunities.
“So here I am – a big wide world and a new business, I’ve still got the same crazy
enthusiasm and excitement for this industry. Hopefully, someone will give me and my new
colleagues at Wondertree, the chance to show what a great job we can do for them.
“Give me a shout – as anyone who knows me will confirm – I’m always happy to talk!”
Wondertree Creative provides a full range of services, including:
- Idea formulation. Wondertree has worked with clients around the world to develop the story and bring their ideas to life.
- Concept and story development. The team will evolve and expand the story, resulting in inspiring design concepts.
- Strategic planning and feasibility. Designs are developed to work for everyone; visitors, operators, and investors.
- Design development and master planning. Cutting-edge 3D technologies are used to present the designs, with development proposals covering an extensive range of considerations such as the guest journey, operating procedures, and local environment and site restrictions.
- IP guardianship and original branding designs. Wondertree Creative has an established track record of working with leading brands and IP. The firm can also create new unique assets.
- Project delivery and creative supervision. For turnkey projects (up to approximately $10 m), the firm can provide technical construction drawings, procurement oversight and overall project management through to completion. For larger projects, it can liaise with a broader technical team to ensure authentic creative compliance and provide all necessary detailed design information.
If you think Wondertree Creative can help deliver your Big Idea please get in touch
admin@wondertreecreative.com.
