London Eye: Visions of Magic
Merlin Entertainments
London Eye: Visions of Magic
Merlin Entertainments
For Merlin Entertainments, I developed Visions of Magic: London Revealed, an immersive Halloween concept designed to reframe the category away from horror and toward wonder, discovery, and shared family experience.
At the heart of the idea was a simple but powerful shift: positioning the London Eye as a magical lens capable of revealing a hidden layer of the city. Drawing on London’s mythology and the River Thames as a source of unseen energy, I created a narrative world where guests actively participate in uncovering magic hidden in plain sight.
The experience was designed as a five-act journey, moving from intrigue and discovery through to a spectacular skyline reveal. Guests encounter an archivist and Ripple, a playful river spirit, before helping to “calibrate” the Eye through interactive AR mechanics. This builds toward a hero moment where the Thames transforms into a glowing celestial river, with magical creatures moving across the skyline.
Beyond the ride, the concept extends into photo activations, merchandise, and seasonal adaptability, positioning the experience not just as an event, but as a scalable platform for future campaigns and commercial growth.
Objective:
To create a scalable, family-friendly seasonal immersive experience for the London Eye that leverages its unique vantage point to deliver a magical, story-led platorm using Halloween as a case study.
For Merlin Entertainments, I developed Visions of Magic: London Revealed, an immersive Halloween concept designed to reframe the category away from horror and toward wonder, discovery, and shared family experience.
At the heart of the idea was a simple but powerful shift: positioning the London Eye as a magical lens capable of revealing a hidden layer of the city. Drawing on London’s mythology and the River Thames as a source of unseen energy, I created a narrative world where guests actively participate in uncovering magic hidden in plain sight.
The experience was designed as a five-act journey, moving from intrigue and discovery through to a spectacular skyline reveal. Guests encounter an archivist and Ripple, a playful river spirit, before helping to “calibrate” the Eye through interactive AR mechanics. This builds toward a hero moment where the Thames transforms into a glowing celestial river, with magical creatures moving across the skyline.
Beyond the ride, the concept extends into photo activations, merchandise, and seasonal adaptability, positioning the experience not just as an event, but as a scalable platform for future campaigns and commercial growth.
Created By: André Harris, Jr.
Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2024
Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2026
For Merlin Entertainments, I developed Visions of Magic: London Revealed, an immersive Halloween concept designed to reframe the category away from horror and toward wonder, discovery, and shared family experience.
At the heart of the idea was a simple but powerful shift: positioning the London Eye as a magical lens capable of revealing a hidden layer of the city. Drawing on London’s mythology and the River Thames as a source of unseen energy, I created a narrative world where guests actively participate in uncovering magic hidden in plain sight.
The experience was designed as a five-act journey, moving from intrigue and discovery through to a spectacular skyline reveal. Guests encounter an archivist and Ripple, a playful river spirit, before helping to “calibrate” the Eye through interactive AR mechanics. This builds toward a hero moment where the Thames transforms into a glowing celestial river, with magical creatures moving across the skyline.
Beyond the ride, the concept extends into photo activations, merchandise, and seasonal adaptability, positioning the experience not just as an event, but as a scalable platform for future campaigns and commercial growth.
London Eye: Visions of Magic
Merlin Entertainments
To create a scalable, family-friendly seasonal immersive experience for the London Eye that leverages its unique vantage point to deliver a magical, story-led platorm using Halloween as a case study.
For Merlin Entertainments, I developed Visions of Magic: London Revealed, an immersive Halloween concept designed to reframe the category away from horror and toward wonder, discovery, and shared family experience.
At the heart of the idea was a simple but powerful shift: positioning the London Eye as a magical lens capable of revealing a hidden layer of the city. Drawing on London’s mythology and the River Thames as a source of unseen energy, I created a narrative world where guests actively participate in uncovering magic hidden in plain sight.
The experience was designed as a five-act journey, moving from intrigue and discovery through to a spectacular skyline reveal. Guests encounter an archivist and Ripple, a playful river spirit, before helping to “calibrate” the Eye through interactive AR mechanics. This builds toward a hero moment where the Thames transforms into a glowing celestial river, with magical creatures moving across the skyline.
Beyond the ride, the concept extends into photo activations, merchandise, and seasonal adaptability, positioning the experience not just as an event, but as a scalable platform for future campaigns and commercial growth.
Created By: André Harris, Jr.