Andy White Creative

Andy White Creative is a boutique experiential-design consultancy creating themed entertainment, visitor attractions, hospitality concepts, and immersive commercial environments. Formally incorporated in England and Wales in 2014, the practice is led by founder and principal designer Andy White, whose background includes special-effects modelmaking, architectural models, and leisure-development concepts.

The studio works from early creative definition through to art direction, combining narrative, spatial planning, visualisation, and scenic-development knowledge. Its work spans theme-park attractions, dark rides, themed hotels, family entertainment, retail installations, seasonal events, and destination master planning.

Creative capabilities

• Creative consultancy and concept ideation
• Thematic narrative development and show-writing
• Attraction, hotel, and resort master planning
• Guest-journey, pedestrian-flow, and zoning design
• 2D artwork, 3D visualisation, and physical concept models
• Art direction for scenic elements, props, theming, and media integration
• Storytelling wayfinding, themed food-and-beverage environments, and immersive set design

The practice has delivered creative work for park operators, intellectual-property holders, fabrication partners, and leisure brands across the UK, mainland Europe, and Asia. Its portfolio includes major projects for Merlin Entertainments and BBC Studios, including creative direction and immersive-environment design for the CBeebies Land Hotel at Alton Towers Resort, alongside multiple CBeebies Land attraction concepts.

Other notable work includes the Warwick Castle Hotel and Knight’s Village Resort; The Gruffalo River Ride Adventure and themed hotel bedrooms at Chessington World of Adventures Resort; Gardaland Magic Hotel and Peppa Pig Land design in Italy; and the Ice Age Arctic Adventure dark ride at Dunia Fantasi in Jakarta. Beyond visitor attractions, Andy White Creative has developed retail and seasonal installations for Harrods, The Disney Store, and Hyde Park Winter Wonderland.

With a consultancy-led model, the studio brings together creative direction, visitor storytelling, and practical collaboration with specialist engineers, production teams, and fabricators to develop experiential projects from initial idea through on-site delivery.