London Eye: Visions of Magic
Merlin Entertainments
The Brief
Objective:
Insight
To create a family-friendly Halloween experience concept for the London Eye, transforming one of London’s most recognisable attractions into a seasonal journey of magic, discovery and wonder.
The task was to move beyond traditional scare-led Halloween entertainment and create a commercially expandable experience that could work across the plaza, queue, capsule, skyline reveal, photo moments, merchandise and future seasonal adaptations.
Halloween attractions often rely on fear, but the London Eye’s strongest asset is perspective.
The Eye already changes how people see London, which opened a more ownable creative opportunity: not transporting guests into another world, but revealing a magical layer of the city already there. By treating the Eye as a lens, the Thames as a source of hidden energy, and the skyline as the stage, the experience could feel uniquely tied to London rather than generically Halloween.
I developed the full concept, creative strategy, narrative world, guest journey and visual direction for this Merlin Entertainments recruitment task. The work brought together experience design, storytelling, visual research, AI-assisted concept visualisation, guest flow thinking, commercial extensions, delivery planning and budget framing.
Role: Concept, Creative Direction, Experience Design, Visual Direction and Presentation Design
AI-Assisted Concept Visualisation: Directed by André Harris, Jr.
Role & Credits
London Eye: Visions of Magic
Merlin Entertainments
Halloween attractions often rely on fear, but the London Eye’s strongest asset is perspective.
The Eye already changes how people see London, which opened a more ownable creative opportunity: not transporting guests into another world, but revealing a magical layer of the city already there. By treating the Eye as a lens, the Thames as a source of hidden energy, and the skyline as the stage, the experience could feel uniquely tied to London rather than generically Halloween.
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. Creative | AH Design, Intl. 2026
Halloween attractions often rely on fear, but the London Eye’s strongest asset is perspective.
The Eye already changes how people see London, which opened a more ownable creative opportunity: not transporting guests into another world, but revealing a magical layer of the city already there. By treating the Eye as a lens, the Thames as a source of hidden energy, and the skyline as the stage, the experience could feel uniquely tied to London rather than generically Halloween.
London Eye: Visions of Magic
Merlin Entertainments
The Brief:
To create a family-friendly Halloween experience concept for the London Eye, transforming one of London’s most recognisable attractions into a seasonal journey of magic, discovery and wonder.
The task was to move beyond traditional scare-led Halloween entertainment and create a commercially expandable experience that could work across the plaza, queue, capsule, skyline reveal, photo moments, merchandise and future seasonal adaptations.
Insight:
Halloween attractions often rely on fear, but the London Eye’s strongest asset is perspective.
The Eye already changes how people see London, which opened a more ownable creative opportunity: not transporting guests into another world, but revealing a magical layer of the city already there. By treating the Eye as a lens, the Thames as a source of hidden energy, and the skyline as the stage, the experience could feel uniquely tied to London rather than generically Halloween.
Role & Credits
I developed the full concept, creative strategy, narrative world, guest journey and visual direction for this Merlin Entertainments recruitment task. The work brought together experience design, storytelling, visual research, AI-assisted concept visualisation, guest flow thinking, commercial extensions, delivery planning and budget framing.
Role: Concept, Creative Direction, Experience Design, Visual Direction and Presentation Design
AI-Assisted Concept Visualisation: Directed by André Harris, Jr.