HemingwayDesign were appointed by The Dreamland Trust in 2011 to develop a vision, create a brand, tone of voice, and lead on the full design proposition for a re-imagined Dreamland. As project designers HemingwayDesign led on all public facing touch points including space planning, the re-purposing of rides, interior design and furniture specification, bespoke fixtures and fittings, artistic interventions, brand and graphic, marketing and merchandise.
This was delivered alongside a team of consultants including Guy Holloway Architects, Ray Hole Architects and M&C Saatchi amongst others.
With the total project budget for the whole Phase 1 development (including 17 rides, the refurbishment of the buildings, landscaping and marketing spend) equalling the cost of one new blockbuster ride at Alton Towers, thrift and up-cycling was a core design principle – there was no other way of delivering this project.
Dreamland was nominated for a Beazley Designs of The Year Award with an installation at the newly reopened Design Museum, and won in the Brand & Identity category at the Design Week Awards 2016.
A design, which manages to reconcile the past and the future of the park, while not forgetting its sunny, seaside outlook.Design Week Awards 2016