Minecraft

Bringing the world of Minecraft beyond the screen.

Merlin Entertainments · In collaboration with Mojang Studios
Sr. Creative Producer, North America

I led creative ideation and production for the development of Merlin Entertainments’ first permanent Minecraft attraction in North America, in collaboration with Mojang Studios.

My role brought together creative leadership, experience development, and production planning to help shape how a digital world could become a physical experience.

From a world you play to a place you enter

The creative challenge was to do more than recreate Minecraft’s recognizable appearance. It was to translate the spirit of the game into an experience people could step into and share.

That meant considering the experience from multiple perspectives: the authenticity of the Minecraft world, the journey of the guest, and the practical decisions needed to move an ambitious concept toward realization.

The project formed part of Merlin Entertainments’ broader partnership with Mojang Studios to develop permanent, immersive Minecraft attractions that connect physical and digital experiences.