Cbeebies Land Hotel Design Case Study

immersive design for THE uk's first CBEEBIES LAND HOTEL

Andy White Creative led the creative direction and environment design for the award-winning CBeebies Land Hotel at Alton Towers — delivering a fully themed family hotel experience tailored to preschool families and their favourite BBC characters.

project goals

Create the UK’s first hotel fully themed to a children’s TV brand
Deliver a seamless, on-brand experience from arrival to bedtime
Boost family bookings through immersive storytelling and IP engagement
Incorporate multiple character brands within a unified environment

Andy White Creative delivered full-scope creative leadership for the hotel — from concept development to detailed artwork:

Creative direction & concept design
Visual theming & narrative development
Scenic detailing across rooms, lobbies & public areas
IP brand coordination with BBC
Design support during build & installation

themed environments designed

Reception & Lobby Spaces - CBeebies colour palette, floor finishes, and oversized character graphics
Themed Bedrooms -Each room custom-designed to characters like In the Night Garden, Octonauts, Something Special, Swashbuckle and many others
Entertainment Areas - Performance spaces and interactive zones designed for parent-child co-play
Wayfinding & Signage - Designed in CBeebies voice and style, integrated into theming
Themed Family Restaurant - Flexible fun theme for full restaurant and Buffet style dining
Iconic Entrance and Photo Opportunity Areas - Large scale iconic features in- Cbeebies style designed to be photographed next to and shared socially, to add to marketing of the resort

awards and accolades for the cbeebies land hotel

We're incredibly proud to have been involved in the design and development of this whole project, and are absolutely thrilled that it has just won Tripadvisor's Best of the Best 2020 award!

The award is the highest recognition possible and is presented annually to those businesses that are the Best of the Best on Tripadvisor, those that earn excellent reviews from travellers and are ranked in the top 1% of properties worldwide.

tripadvisor traveller's choice - "best of the best" winner (2020)

The CBeebies Land Hotel received Tripadvisor’s highest honour in 2020, recognizing it within the top 1% of hotels worldwide for family hospitality, immersive theming, and guest delight.

tripadvisor traveller's choice - cbeebies land hotel & woodland village (2024)

Named part of Alton Towers Resort’s “Best of the Best” properties in 2024

enjoy staffordshire awards

2018: Hotel of the Year – Bronze
2019: Large Hotel of the Year – Gold
2022: Large Hotel of the Year – Gold

additional alton towers resort awards

2024 TripAdvisor Best of the Best (Alton Towers Resort overall)
Multiple UK Theme Park Awards (e.g. Best for Toddlers, Best Ride Storytelling)

Let’s Talk About Your Project

Cbeebies Land Hotel Exterior Daytime.jpg

With a young family market firmly in mind, we began by creating a canvas that any of the current or future Cbeebies IP's could work within, making it both future-proof and flexible.

We strongly championed live-entertainment for our visitors, meaning that there's always something going on, featuring familiar characters from the channel, and opportunities to join in.

We brought the "outside - inside", by creating a magical forest environment which was perfect for bedtime stories to be told, but could also become a disco at the end of each day.

We themed restaurants into towns with shops and turning windmills, and applied the strongest elements of the most popular Cbeebies brands into 76 themed bedrooms.