Immersive London Office for Merlin Entertainments

Bringing the Magic of Merlin’s Attractions to the Workplace

London SE1 / Entertainment / 13,500 sq ft / 14 weeks

Bringing brands to life

For Merlin Entertainments, creators of world-famous attractions like Madame Tussauds and LEGOLAND, a new workspace was rooted in much more than the need for an upgrade. After two decades in a smaller office, Merlin envisioned a London hub that would capture the spirit of their global brands, and bring their creative teams under one roof. With this move, Merlin sought a space that was as dynamic and engaging as the attractions themselves—a place where creativity, collaboration, and brand identity could thrive.

Discovering the unexpected

Working in partnership with Maze Workplace with Merlin’s executive team and brand leads, we immersed ourselves in workshops to bring each brand’s unique spirit into the design. Inspired by the thrill and excitement of Merlin’s attractions, we aimed to create an office where every corner invites discovery.

“We wanted the design to have elements of the unexpected, so every corner reveals something new,” says Shabazz Chapman, Interior Designer. “This collaborative process enabled us to fully realise Merlin’s vision of an immersive and authentic workspace.”

Meeting evolving workspace needs

The new space addresses many challenges Merlin previously faced, including limited meeting and collaboration spaces. The design now features dedicated areas with writable walls, flexible furniture, and whiteboards, ideal for brainstorming sessions and creative collaboration. In addition to large meeting rooms, various small, informal spaces for one-on-one discussions and catch-ups were introduced, allowing Merlin’s teams to work more flexibly and creatively.

Reflecting Merlin’s brand identity

Merlin’s new office is a celebration of its brand heritage, with every detail crafted to reflect its unique attractions. A large digital screen in the reception shows a live feed of beluga whales at their SEA LIFE sanctuary in Iceland, welcoming visitors into a global hub. We’ve created themed meeting rooms and corridors, each one representing a specific brand or attraction. The “Ocean Room” has a rippled ceiling to evoke an aquarium, while the “The Cabin” room is inspired by the wooden coaster, Wicker Man, at Alton Towers, complete with acoustic panels that mimic its rustic feel. From wax figures for Madame Tussauds to LEGO installations for LEGOLAND, each element reinforces Merlin’s brand story.

A space for everyone

The communal teapoint area takes a different approach, offering a more neutral, welcoming space where employees from all Merlin’s brands can gather without any specific branding. Natural tones and greenery create a relaxed, vibrant atmosphere. The intention was for this space to feel as inclusive as possible for everyone in the Merlin family, regardless of which brand they represent. The result is a balanced design that celebrates Merlin’s diverse portfolio while providing equal space for all.

Sustainability at the core

Merlin wanted sustainability to be a visible part of their space. From materials to energy efficiency, every detail tells a story of Merlin’s commitment to a sustainable future. This approach pushed the project to exceed sustainability standards, achieving a Ska Silver certification in the process. The carpet in the “Ocean Room” is made from recycled fishing nets, while plastic materials come from repurposed ocean waste. All flooring is sourced from Interface, a company that champions the circular economy.

Supporting wellbeing and inclusivity

The space was designed with employee wellbeing and inclusivity at its core, featuring wellness rooms and thoughtful elements to support neurodiverse needs, like carefully selected colours and smooth visual transitions between floors and walls for added visibility. The DDA-compliant teapoint includes lower counter heights and easy-to-use handles, making it accessible for everyone. Biophilic design is woven throughout, enhancing both wellbeing and acoustics to create a comfortable, welcoming environment.

Fostering team collaboration and creativity

The new layout allows teams to work more effectively, with bespoke setups near themed meeting rooms and touchdown spaces to encourage collaboration. Small phone booths, various-sized meeting rooms, and shared spaces are all close to team areas, enhancing flexibility and ease of access.

“The space is designed to support Merlin’s evolving way of working, bringing different departments closer while honouring each team’s individual needs.”

Shabazz Chapman

Senior Designer at Oktra

Overcoming challenges through collaboration

A project of this scope required careful coordination to represent Merlin’s many brands. Designed by committee, each element of the office was created with input from various brand heads. Working with multiple brands within one company presented challenges, but it allowed us to create something truly unique. The result is a vibrant, inclusive, and sustainable office that reflects Merlin’s brand identity and supports its growth in the entertainment industry.