And that’s Universal’s plan — especially with their upcoming Epic Universe theme park in Orlando, which is bound to raise game. Its unique “hub and spoke” design will revolutionize the theme park experience forever. This design, commonly seen at Disneyland resorts, serves as a central gathering point from which guests can venture into various themed lands through portals. By approaching the space with a high level of artistry and craft, the park will immerse guests in an environment that enthralls and delights them.
The new “hub and spoke” layout includes better circulation through the park with different “spokes” providing unique areas to discover along paths and trails. Guests will journey around the central turning hub. Through it all, they’ll weave their way through different themes and backgrounds that take them to magical places all around the world. It’s a design that improves both the flow of the space and the storytelling, which is key to any great theme park experience.
The rollercoasters, a staple of every theme park, can have as much to do with sculpting the guest experience as anything. Their design balances capacity with storytelling to create a tapestry full of movement. Each ride averages around 1,500 to 2,000 guests per hour. Prepare yourself for a wild ride! The anticipated height of these rides will extend over 3,000 feet (914 meters), with exhilarating first drops reaching up to 150 feet (45 meters).
When creating these rides, designers often make storytelling the centerpiece. As Andy Sinclair-Harris, creative director at Katapult, points out, “What is definitely not less important is the depth of storytelling.” The rollercoaster provided a heart-pounding thrill. Even more importantly, it plunges guests deep into mesmerizing stories that embody the park’s themes. Sinclair-Harris wants to make it clear that the mechanics of the ride are not anything radical. Telling its story unbelievably well. That’s not what he really lauds it for.
Epic Universe’s planning process represents the opposite, an all-inclusive approach. It’s mindful of every sensory aspect with the intention of creating a truly immersive experience. This goes well beyond mere visual attention—it involves thoughtful use of audio cues, scents, and even the cognitive design of queue lines. Every detail is planned with the purpose of adding to the overall perception of being transported to another time and place.
As Joseph Bright, CEO at Scruffy Dog explains, “cohesion is king and each detail… has to contribute to the larger guest narrative.” This philosophy highlights the need to locate attractions carefully to reduce conflicts as much as possible, while still creating an environment of immersion. By taking this approach, the park will be better able to excite a sense of discovery and exploration in its guests.
To produce an immersive experience, you have to really stretch your imagination. Come up with clever workarounds to conceal any unmagical features that might break the immersion of your theme. Designers can use trees, manmade rock formations, and adjacent buildings to obfuscate ugly terminals. Sinclair-Harris states, “If you’re in an amazing world with castles and dragons, seeing a telephone pole removes you from that story.” This sense translates to their deep commitment to keeping thematic integrity across the entire park.
The design is intended to inspire awe and discovery both in the dramatic visual landscape and in architectural features and experiences. Mr. Garvanovic highlights that the central hub functions like a castle in the Magic Kingdom, with various lands radiating out like spokes on a wheel. This setup facilitates play and discovery and plays into the story arc format that each zone provides.
While budgetary constraints are always a consideration in theme park development, Sinclair-Harris argues that initial discussions should remain uninhibited by financial limitations: “Budget is a thing, but when you have those first initial discussions, you shouldn’t be tempered by anything.” This perspective, while not immediately practical, opens up creative freedom during that early stage of planning.
Throughout the development phase, various professionals collaborate to ensure that every element aligns with the overarching vision for Epic Universe. As Bright explains, “it’s never created in a vacuum,” highlighting the intensely collaborative process of theme park design.
Universal is counting down the days to the grand opening of Epic Universe. Their commitment to making this a truly unique and wonderful experience is focused, first and foremost, on storytelling. It’s the seamless integration of purposeful planning, engaging storytelling and mind-blowing rides that is about to change the way people experience amusement parks forever.