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vehicle,” followed by CBeebies Land and other entertainment driven experiences across the Merlin group. “They had identified that I was narrative driver, so I was soon collaborating with the creative teams across the group.” Having become known and respected within Merlin as a master storyteller then, Peter was promoted again, this time to ‘group creative head, for shows, events and narrative led attractions,’ a role he enjoyed immensely until, time for a change, experience design company, Holovis came knocking on his door and he decided to take his knowledge as an operator over to the supplier side.
Immersive and mixed reality solutions Today, Peter is creative director at Holovis’, a brand that fits seamlessly with his focus on the narrative and makes him the perfect conduit between the client and everyone else involved in the project. “We’re not a master planner or a design house, but we do like to work with our clients on their attraction ideas.”
Commenting on the use of technology, Peter says: “It should be there to enhance the experience, rather than being used for technology’s sake. So, rather than just supply a client with some screens for example, we’ll ask them – ‘how do you plan to use them, what are you trying to achieve’ and suggest other ways of doing it to tell the story better. What I really enjoy is coming up with an idea that’s never been done before. It certainly helps that I was on the operator side for so long; if I’m in a meeting and the operator says something isn’t going to work, I say ‘listen to them. They know better than anyone what is going to work for their park’.”
Peter and the team at Holovis have worked on a number of award-winning projects over the years. Most recently the company was presented with the Brass Ring Award for Best Major Attraction under $3million for the Justice League: A Call for Heroes experience at Madame Tussauds Orlando and Sydney. This walk-through attraction broke the mould for Madame Tussauds by, for the first time, letting guests star in the attraction alongside the wax superheroes.
Guests can engage with the superheroes and
bring their powers to life through interactive sequences using combinations of projection mapping, enhanced audio and SFX. Peter says: “This level of interaction with the figures is one of the most immersive and unique experiences ever produced by the Madame Tussauds brand worldwide. To ensure that the characters and the guests are still the star of the show, we’ve used invisible technologies to facilitate this experience, with guests carrying out the motion-based tasks entirely naturally then being
amazed by the immersive scenes that engulf them.” Holovis was also successful at last year’s inaugural
Park World Excellence Awards, in which it was named a finalist in not one, but three categories. Media-based Attraction of the Year for The Mystical Mountain at Fantasy Island (which was also nominated for Live Entertainment of the Year), Themed Attraction of the Year for The Walking Dead: The Ride at Thorpe Park and Wicker Man at Alton Towers and Best Use of Technology, also for the immersive preshow for Wicker Man. Holovis, alongside Scruffy Dog and Merlin Magic Making won in the category of Themed Attraction of the Year for Wicker Man. Commenting on the company wide approach to
creating transformative experiences, Peter concludes: “If technology were magic, we’re not David Copperfield or Dynamo, we’re more akin to Derren Brown; at Holovis we are all about immersing you in the story and creating increasingly personal experiences in the process.”
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