To use in-world branding, signage, and graphics to narratively support the world-building of London's newest immersive Christmas Experience: Wishmas: A Fantastical Christmas Adventure

Engaging with any Secret Cinema customer highlights why the brand is a global leader in immersive events. From meticulously crafted sets and props to thematic signage and partner advertisements, Secret Cinema’s attention to detail creates cherished memories. Unlike traditional events that rely on established films, Wishmas—an original creation—required enhanced creative collaboration to bring its world to life.

As an extension of the Show Creative team, the Content team absorbed key narrative elements and developed unique inspiration that shaped the world-building process. Familiarizing ourselves with the production design allowed us to create narrative brands that established an environmental design language to enhance the Wishmas experience. Graphics were essential in designing sets and props that engaged customers with the show’s various pathways and activities.

We also collaborated with the Merchandise team to support product development, including the creation of Scout, the Wishmas mascot. Partnerships with PiP Organics, Tonies, and Fortnum & Mason needed graphic support to integrate their offerings into the Wishmas universe. The Content team’s contributions spanned operations and costuming, underscoring our role in shaping the world of Wishmas throughout the production.