ART DIRECTOR
EXPERIENCE designer
&
creative
ANDY WHITE
Independent creative collaborator for attractions, hotels, entertainment, retail and live experiences. Creating engaging and immersive experiences for anywhere that people visit.
I've spent more than 25 years designing attractions, hotels, resorts, retail environments and live experiences. I work independently or alongside existing creative teams, helping turn ideas into experiences that people love, and want to engage with.
where I'm most useful
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Projects at an early or defining stage, where creative direction can shape the whole experience.
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Immersive, heavily themed visitor experiences for families and mixed-age audiences.
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Attractions, resorts, hotels and destinations where story and environment are closely connected.
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Collaborations with brands, operators and creative teams who value experience, imagination and real-world delivery.
WHAT I CAN HELP YOU TO CREATE
HOTEL & RESORT DESIGNS
I CAN HELP YOU TO CREATE:
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Family & IP-Themed Rooms
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Experiential Lobbies & Communal areas
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Branded Guest Journeys
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In-Hotel Entertainment Zones
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Resort-Wide Storytelling & Wayfinding
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Themed Restaurants, Food & Beverage
From immersive hotel rooms to full resort experiences, I bring imagination and the craft of themed entertainment to the world of hospitality; helping destinations stand out, delight guests, and build lasting loyalty.
RIDE & ATTRACTION DESIGNS
Helping world-leading entertainment brands bring stories to life through themed environments, rides and
attractions is one of my specialities.
I CAN HELP YOU TO CREATE:
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IP-Based Themed Attractions
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Immersive Set & Show Design
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Branded Guest Journeys
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Retail & F&B Storytelling Spaces
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Attraction Concept Development
THEMED RETAIL & EVENT DESIGNS
Creating world class live events and incredible store displays and projects draws on every aspect of interactive design; it's all about adding to the quality of the guest's experience by creating the most immersive environments and atmospheres.
I CAN HELP YOU TO CREATE:
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Seasonal live events
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Windows & promotional displays
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Themed Christmas Grottos
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Set design and scenic development
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Large scale theming design
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Themed retail graphics
NOTABLE DESIGN ACHIEVEMENTS
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CBeebies Land Hotel & 9 Attractions at Alton Towers - Globally recognised, consistently in Tripadvisor’s top 1% of hotels.
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The Warwick Castle Hotel & Knight’s Village Resort - Designs lead to a 52% increase in overnight stays at the resort compared to 2023.
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Winter Wonderland Hyde Park, London - New immersive Father Christmas meet “n” greet and Elves Workshop
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Ice Age Arctic Adventure - Dark Ride with immersive storytelling and environmental design for the hit IP-based dark ride at Dunia Fantasi, Ancol.
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Harrods Christmas Events - including 6 annual Grotto designs, parade design, costume character designs, graphics and window schemes.
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The Disney Store - Large scale themeing design for flagship stores across the UK and Europe including film launches/tie ins and seasonal themeing.
TRUSTED BY SOME OF THE WORLD'S LEADING BRANDS
ART DIRECTOR
EXPERIENCE designer
&
creative
ANDY WHITE
WELCOME
LET'S TALK -
Got a project, an idea or a creative challenge? I'd love to hear about it. Whether you need someone to lead, collaborate or simply help work out what comes next, let's talk.
+44 (0)7973 796732
The creative work on this website has been commissioned by a variety of clients. All trademarks, characters and IPs are the copyrighted property of their rightful owners, no infringement or misrepresentation is intended in any way.