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
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Create the UK’s first hotel fully themed to a children’s TV brand
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Deliver a seamless, on-brand experience from arrival to bedtime
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Boost family bookings through immersive storytelling and IP engagement
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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:
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Creative direction & concept design
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Visual theming & narrative development
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Scenic detailing across rooms, lobbies & public areas
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IP brand coordination with BBC
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Design support during build & installation
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.
themed environments designed
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Reception & Lobby Spaces - CBeebies colour palette, floor finishes, and oversized character graphics
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76 x Themed Bedrooms -Each room custom-designed to Cbeebies characters including "In the Night Garden", "Octonauts", "Something Special", "Swashbuckle", "Postman Pat" and many others
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Entertainment Areas - Performance spaces and interactive zones designed for parent-child co-play
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Wayfinding & Signage - Designed in CBeebies voice and style, integrated into theming
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Themed Family Restaurant - Flexible fun theme for full restaurant and Buffet style dining
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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 the marketing of the resort via social media
awards and accolades
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
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2018: Hotel of the Year – Bronze
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2019: Large Hotel of the Year – Gold
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2022: Large Hotel of the Year – Gold
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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.