Sub Sea Systems, Inc. (SSS), a company specialising in immersive, memorable and hands-on aquatic encounters that educate through entertainment, has announced the launch of Sub Sea Creative.
A newly formed division of SSS, Sub Sea Creative focuses on conceptual design services for underwater theming and water-related immersive experiences.
Redefining subsurface experiences
Sub Sea Creative designs engaging attractions that are memorable, entertaining, and educational. These range from detailed underwater theming to reimagined aquarium exhibits and bespoke lagoon environments featuring Sub Sea Systems’ innovative products, snorkel trails, and scuba environments.
Its work furthers SSS’s mission to make the subsurface world entertaining and accessible. In this, the company seeks to redefine the typical guest experience with premium attractions at water parks, immersive experiences at aquariums, and income-generating products at resort pools.
SSS has extensive experience in designing and building products for marine environments.
Recently, it designed the rock theming for a multi-story aquarium that extends into the Red Sea. This features three distinct SeaTREK experiences, including IAAPA’s 2025 Impact award-winning Adapted SeaTREK wheelchair programme, an interactive snorkelling trail, and a world-class scuba diving experience.
Other projects currently under design or construction include a signature lagoon attraction in Dubai, a hybrid aquarium in Saudi Arabia, and several projects throughout Mexico and the Caribbean.
Power of partnerships
The Sub Sea Creative team is highly focused on working with complementary industry partners to reimagine water parks, design water park concepts, and create new products and experiences.
For example, SSS and Aquatic Development Group (ADG) are collaborating to develop aquatic lifestyle, pay-to-play concepts. These are specifically designed for guests seeking unique, adventure-driven experiences.
The compact, turnkey designs strategically combine individual attractions into integrated experiences that reduce both operational and total construction costs, while optimising upcharge potential.
The collaborative attractions include SeaTREK, Aquaticar, and VR Snorkeling, an innovative powered snorkelling system, in addition to ADG’s wave and surf attractions, Citywave USA in North America and the Caribbean, and EpicSurf internationally.
Other partners include:
- MI Concept. Drawing on MI Concept’s extensive experience in theming immersive environments to enhance unique, water-centric attractions.
- RIXEN. SSS is working with the inventor of cable wakeboarding to leverage its expertise in cable parks to develop an entirely new attraction with a Sub Sea twist.
- Hasbro Global Experiences. This collaboration facilitates the creation of a one-of-a-kind NERF Super Soaker water park concept that reimagines the power of play.
- SottoStudios. SSS is working with the internationally acclaimed experiential design and brand studio, founded by Eddie Sotto, former SVP of concept design at Disney’s Imagineering. This will bring storytelling and innovation to the water theme park industry, in particular the Aquaticar underwater adventure ride.
- PGAV. The two organisations have been collaborating for over 20 years, on projects such as SeaTREK, and aquarium and water theme park-related designs.
- Legacy Entertainment. SSS is working with Legacy to bring unique aquarium and water-themed concepts to elevate guest experiences far beyond the norm.
- DOF Robotics. Together, the companies are set to introduce an interactive theme park-type ride system for aquariums.
By focusing on developing collaborative relationships, SSS seeks to support the growth of the sector.
Recently, SSS introduced Kaimana. This new underwater experience combines interactive gameplay with the excitement of exploration. Visitors wear SeaTREK helmets while navigating various attractions, in a playful underwater contest with high-velocity bubble blasters.
