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Children's Family Rides


Holovis expertise enhances major LEGOLAND ride


Working with Merlin Magic Making and ETF Ride Systems, Holovis brought turnkey scenic, technical, and media content solutions to bring an unforgettable experience truly to life


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EGOLAND New York Resort opened to the public in Summer 2021 as the largest LEGOLAND ever built, covering over 150 acres with 50 rides, attractions and shows in seven themed lands. The flagship attraction at the


resort is the LEGO Factory Adventure Ride, an exclusive experience that made its worldwide debut in New York! Guests are first greeted by the eccentric Professor Brick, who guides them


through this one-of-a-kind adventure into the LEGO Factory. Guests discover how the famous bricks are made before being transformed into their very own LEGO Minifigure, which is packaged up and transported to one lucky child’s bedroom. To create this unique attraction Merlin Magic Making worked with attraction


designer Holovis to provide turnkey scenic, technical, and media content solutions, whilst ETF Ride Systems created the trackless ride system. The attraction is powered by Holovis’ ground-breaking HoloTrac technology, the next-generation innovation behind the guests’ magical transformation into a Minifigure. This cutting-edge technology puts guests at the heart of the story, as they become part of real-time storytelling, the first time guests have ever been such a central part of a ride’s narrative. Guests continue to see their Minifigure throughout the attraction, really immersing them as a part of the storyline and encouraging re-rideability. The HoloTrac technology is totally invisible to guests, creating a sense of


magic – when the technology captures their image it is done in a way that ties seamlessly into the attraction narrative – leading to a real ‘surprise and delight’ when they see themselves as a Minifigure. The HoloTrac technology analyses guests as they go through the experience, and in real-time captures details such as their hair colour and style and colour of the clothes they’re wearing.


SUMMER PART 1 2022 The system then scans the entire LEGO catalogue of individual Minifigure


assets to produce a replica of the guests. The projection technology throughout the ride utilises Holovis’ Pix system,


which auto-aligns the projectors, giving a perfect blend of image across the media in a fraction of the time it would take to manually align the content. With the attraction being based directly on the real-life LEGO factory in


Billund, Denmark it was vital that the experience captured as many authentic details as possible. To ensure this, the design teams from Merlin, Holovis and ETF visited the real factory to find inspiration for the ride. The attraction is full of little details for fans to pick up – a timeline in the queue tracks the history of LEGO right up to modern day, whilst the first toy ever produced by LEGO, a wooden duck, can be seen in the finale. The ride vehicles are even modelled after the AGVs that can be found in the real factory! Merlin Magic Making worked with some of the best companies in the theme


park industry – Holovis are leading attraction designers who specialise in cutting- edge technology, IMAscore provided the music and ETF Ride Systems, who have supplied some of the World’s most advanced dark rides, created the ride system. The trackless motion vehicles provided by ETF Ride Systems integrate perfectly with the non-linear ride experience, with each of the six person vehicles following a unique path through the scenes, so no two rides are the same. The LEGO Factory Adventure Ride is truly an attraction for the whole family


and fits perfectly as the flagship attraction at LEGOLAND New York. The teams at Holovis, Merlin Magic Making and ETF Ride Systems are all so proud to have worked together to create a magical experience which seamlessly blends never- before-seen technology with fantastic set design and engaging storytelling.


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