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Hollyer Projects Oversees Facelift and Fun Retail for SEA LIFE Birmingham’s Commercial Area


UK based attraction project management company, Hollyer Projects has completed the refit of the commercial area at MERLIN ENTERTAINMENT’s SEA LIFE Birmingham. Opened in 1996, SEA LIFE Birmingham’s shop, school room and play area were in need of a refresh to bring them in line with the SEA LIFE brand and up to the standard of the rest of the attraction. 

Related: Hollyer Projects Company Profile / Merlin Entertainments: Rocking around the World – Interview with Mark Fisher / Merlin Entertainments to Open Sealife Aquarium in Rome / Merlin Entertainments 2010 Results

SEA LIFE Birmingham is the first SEA LIFE attraction in the UK to have a large area of the shop dedicated to “fun retail”, a Merlin concept that extends the visitor experience into the retail area with fun activities like panning for gems, sand art and pottery painting.  The new look was revealed at  Easter and Amy Langham, General Manager of SEA LIFE Birmingham, says that the response from visitors has been overwhelmingly positive: “The guests have really taken to it.  It’s such a fun way to finish their visitor journey.”

Hollyer Projects is a trusted partner for SEA LIFE Birmingham, having completed a number of refurbishment projects throughout 2010.  From refurbishing the Ray and Otter areas to adding wall graphics and producing quiz trails, Hollyer Projects have provided a professional service with all the attention to detail that such a high quality visitor attraction demands.

Richard Hollyer, founder of Hollyer Projects explains, “My previous experience a as a project manager for Merlin Studios managing complex projects worldwide, enables me to take a design specification, source a team of experienced contractors and manage an entire project from conception through to completion.” 

Langham agrees: “Richard kept all the plates spinning, organising everything from start to finish, making sure that the project was delivered on time, to budget and to standard.  He’s been fantastic.  Having a project manger like Richard takes the weight off me because I know that I can trust him completely.”

About Hollyer Projects

Following a sculptural grounding in the 80s, Richard Hollyer was employed by Merlin Studios (formerly Tussauds Group Studios) for nearly 18 years.  He finally became one of the Studio’s project managers in 2003, delivering increasingly complex projects for the ever-growing portfolio of Merlin attractions.
Hollyer Projects manage creative installations from start to finish, providing a personal service, which includes project management, design, theme work and signage.  Richard is always keen to meet with clients at the earliest opportunity to discuss their requirement and to offer ideas and possible solutions for achieving their ultimate objective.


SEA LIFE, part of MERLIN ENTERTAINMENTS, is the world’s biggest aquarium brand with more than 10 million visitors a year and over 30 superb attractions in Europe, USA and Asia Pacific. MERLIN ENTERTAINMENTS  is the leading name in location-based, family entertainment, and has seen the most successful and dynamic growth of any company in the sector over the last five years to become Europe’s Number 1 and the world’s second-largest visitor attraction operator.  

Contacts – Hollyer Projects:

Richard Hollyer
Tel : +44 (0)7515 127217
Web :
Email :

Further images:

Entrace (refurbishment managed by Hollyer Projects):

Quiz Trail (props produced by Hollyer Projects):

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