PROMOTIONAL FEATURE
SURRENDER TO EXCELLENCE
IDEATTACK is a creative maverick with a new perspective, bringing custom-made one-of-a-kind attractions typologies to a world that needs something diff erent
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he Los Angeles-based company is inventing new types of leisure destinations that are more progressive, profi table, high quality and achievable on a realistic budget. IDEATTACK specializes in the design of large- scale, mixed-use tourism destinations, but the
magic happens at the human scale. The cultural values of the location drive the design process, and the IDEATTACK fl air for originality, boldness and innovation
is what creates an unforgettable experience/attraction. IDEATTACK was founded in 2004
by Natasha Varnica and Dan Thomas. Bringing together their expertise in architecture and entertainment design, they saw the need for planners of a new type of mixed-use project that requires expertise in both disciplines. “These mixed-use projects need both areas of knowledge,” says Varnica. “There are traditional architecture practices and specialised fi rms for entertainment design, but none of them fi ll the needs of mixed- use leisure tourism projects. We realised
that a combination of experience from both worlds would give the best results.” Varnica and Thomas are now running a company of 50 staff, with projects across the world. The hands-on founders manage every one of IDEATTACK’s projects from conception through to opening day, offering a holistic service that’s entirely tailored to each individual site and market. Varnica and Thomas reveal IDEATTACK’s approach to design, planning and client relationships, and why it’s time the industry embraced new ways of thinking.
What are your roles at IDEATTACK? Dan Thomas: Natasha and I are the founders, owners and partners of IDEATTACK. In general, I’m in charge of the creative and architectural design side and Natasha is in charge of organisation and execution, but our involvement is always mixed. The type of projects IDEATTACK does require a mixing of thinking. Natasha Varnica: Since one of my backgrounds is in humanities, I’m also very involved in the cultural side of projects. It would be very hard to clearly separate our roles in the brainstorming phase.
An attraction inspired by Chinese culture at “Fun Capital” theme park, Changping, China
attractionsmanagement.com
What type of projects do you take on? Dan Thomas: We focus on delivering the highest quality. Therefore, we don’t take every project on. We choose projects where the developer has decided to take on the project in full so we can completely dedicate ourselves to it. Natasha Varnica: Our policy is that a project we’re involved in must be conceived
AM 2 2015 ©CYBERTREK 2015
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