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
