London Eye: Visions of Magic
Merlin Entertainments
The Brief
Insight
Objective:
Halloween attractions rely on fear, but the London Eye's strongest asset is perspective. The Eye already changes how people see London, opening a more ownable opportunity: not transporting guests into another world, but revealing a magical layer of the city that was always there. Treating the Eye as a lens, the Thames as a source of hidden energy and the skyline as the stage gave the experience something generic Halloween activations cannot: a reason to exist only in this place.
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.
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
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.
London Eye: Visions of Magic
Merlin Entertainments
Halloween attractions rely on fear, but the London Eye's strongest asset is perspective. The Eye already changes how people see London, opening a more ownable opportunity: not transporting guests into another world, but revealing a magical layer of the city that was always there. Treating the Eye as a lens, the Thames as a source of hidden energy and the skyline as the stage gave the experience something generic Halloween activations cannot: a reason to exist only in this place.
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 rely on fear, but the London Eye's strongest asset is perspective. The Eye already changes how people see London, opening a more ownable opportunity: not transporting guests into another world, but revealing a magical layer of the city that was always there. Treating the Eye as a lens, the Thames as a source of hidden energy and the skyline as the stage gave the experience something generic Halloween activations cannot: a reason to exist only in this place.
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 rely on fear, but the London Eye's strongest asset is perspective. The Eye already changes how people see London, opening a more ownable opportunity: not transporting guests into another world, but revealing a magical layer of the city that was always there. Treating the Eye as a lens, the Thames as a source of hidden energy and the skyline as the stage gave the experience something generic Halloween activations cannot: a reason to exist only in this place.
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.