Universal’s UK Park: What Creatives Are Saying About the Future of British Theme Parks

With Universal officially announcing plans for a brand-new theme park in Bedford, UK, excitement has rippled across the attractions and theme park communities. We asked cross-discipline members of our immersive team what this bold new venture could mean for entertainment, storytelling, and immersive experiences in the UK. Here's what they had to say.

How might this park's location and audience demographic inform or shift our creative approaches to storytelling and design?
 

Gavin Fox, Creative Director: Do we go all-out British, or the full American Universal Studios experience? I think we’ll end up somewhere in the middle. The unpredictable UK weather will push for more dark rides, stage shows and themed restaurants, as well as something like Universal Beijing’s ‘Kung Fu Panda Land of Awesomeness’ (a whole mini land completely indoor including rides and games), it’s a great way to completely immerse the whole family for a long period of time no matter what the weather is doing.

Molly Collins, Producer: We’ll definitely need a good balance of indoor and outdoor attractions, with shelter in between. The UK's diverse population could inspire more inclusive stories and characters, reflecting modern British identity in engaging new ways.

Karl Woolley, Global Head of Immersive: The weather here means year-round operation will require more indoor attractions in order not to have seasonal openings and have the park operate all year round like it does in Orlando. More indoor attractions will present creative opportunities to envelop and immerse audiences in a more controlled fashion, so I would expect the balance to tip more towards exploration and play over thrill.

Gareth Smy, Creative Director: Universal's UK resort could be an opportunity to reframe the Studio Park. Soundstages offer a controlled and enclosed space for year-round occupation, which is necessary for the UK climate. By capturing our fascination with Hollywood's golden age and presenting the park as a step back in time, could we see a revival of the traditional studio approach? Disneyland Paris' troubled second gate thinks so, too.

Jason Fox, Creative Director: I don’t feel this massively changes the scope of how to tell an immersive story (their Orlando parks have always attracted Europeans) but winter viability will be key. European parks like Efteling and Euproa-Park stay open year-round with seasonal events; Universal UK could do the same with the right infrastructure.

Heather Kinal, Senior VP, Immersive: Indoor attractions and entertainment spaces will be essential to make the park feel like it still has things to offer when the weather is colder and darker. They will also be able to utilise shows and offer higher quality dining that will make the park feel more of a destination and more than a one-day visit. Seasonal events like Halloween Horror Nights or Christmas festivals could thrive here. I’d love to see more detailed theming and immersive lands like those in Orlando and Asia; British guests deserve that level of quality.

Which untapped IPs or original concepts could thrive uniquely within the UK market?

Gavin: Globally loved British IPs like Paddington and James Bond are obvious choices. But selfishly? I’d love a Blackadder ride through the ages, a Spitting Image show hosted by Maggie Thatcher, Tracy Island in the middle of the lagoon, a Wipeout dark roller coaster, a Mr Blobby meet and greet, and the Queen Vic and Woolpack on either side of the high street.

Molly: It would be great to see areas brought to the park that are not so connected to the UK and transport us to new worlds. That will also draw visitors from other countries to see an offering from Universal that is not available anywhere else. I for one, if the rumors from the concept art are true, am incredibly excited for a Back to the Future area!

Karl: I'd personally like to see more attractions that enable customisation and interactivity; I know that Bond is a rumour for the UK park, so how do we realise something like Goldeneye from the N64 in a theme park setting? With better graphics of course! The UK offers a lot by way of software and hardware technology expertise, so it would be great to see how this could bring layers of customised experiences for guests. I'd also love to see the UK’s music and arts culture woven into the park like the West End used as inspiration for theatrical attractions or a dedicated land.

Gareth: Imagine a unique blend of British nostalgia and universal appeal. The IP of Robin Hood could be the perfect bridge, offering a nostalgic fantasy adventure with universal appeal as an action-packed stunt show. As a horror enthusiast, I see great potential in leveraging UK-based IPs like Wolfman. These could be the key to replicating the success of the Dark Universe from Epic Universe, bringing the thrill of horror to our theme park. 

Jason: Personally, I just want fantasy and escapism. I don’t feel I need to be immersed in a park full exclusively of UK IPs. We have such a wealth of stories set in or written from UK authors it wouldn’t feel like a compromise. Stories and books such as Dracula, Harry Potter, Frankenstein, Sherlock Holmes, Christmas Carol, Alice's Adventures in Wonderland, and anything by Shakespeare!

Heather: A balance of things that are British and IPs that appeal to current and future generations of theme park guests will be essential. It's important to remember that the park is being built for the audience of 2031 and beyond and not just what is popular now! Different generations will have opinions about what should and shouldn’t be in the park when it opens but I think most of all they need to be able to deliver on immersion, interactivity and great storytelling

What lessons have the immersive team at Framestore learned from previous projects that could inspire bolder or more refined approaches for Universal UK?
 

Gavin: Immersive theatre in the UK—like Secret Cinema and Punchdrunk—has set a high bar. I’d love to see Universal embrace spontaneous storytelling and improvisation with guests. It’s risky, but it’s real adventure.

Karl: I’ve learned that theme park food is often... poor. The UK is a melting pot of different cultural cuisines and we should reflect that in our food and beverage offerings, not just settle for marmalade sandwiches and vesper martinis.

Gareth: A British audience is not loud or uproarious; we root for the underdog in any story. So, specifically, shows and events would need some adjusting for a different predisposition to interactivity, humour, etc.

Jason: As an audience, we’re not as rowdy. All Universal rides end with everyone clapping and howling. That usually becomes the final beat, the guests feel great as they’ve all slapped themselves on the back and felt somehow like they helped ‘win’ the adventure. I don’t think that’s us. Not all the time. But maybe a UK park could explore more emotional or even bittersweet endings. Self-deprecating humor and flawed heroes resonate more here. It could be interesting to consider something that leaves you with a thought rather than a celebration.

Heather: Immersion needs to extend to every aspect: rides, dining, queues, entertainment. I think a lot of the UK parks use Horror as an easy win when they do attempt theming but having seen Horror used in story telling in US parks I know Universal will be able to stand out in that offering. Immersive theatre, escape rooms and immersive dining experiences are all very popular in the UK. The storytelling and interactive nature of these experiences would be great applied in a theme park setting to the standard Universal are used to producing.

What excites you most about the announcement of Universal opening up in Bedford?

Gavin: I can drive there in just over an hour. That’s going to be awesome. But also, as with many new theme parks, it’s an amazing opportunity to see new rides and attractions that have not been attempted before.

Molly: It’s amazing to have a world-renowned company bringing new jobs, creative projects, and entertainment right to our doorstep. With the new park so close, I can definitely see myself spending most of my time there!

Karl: Universal are amongst the few at the pinnacle of film, TV, music, and theme parks. It’s incredible to get top-tier entertainment on home turf! Living outside London, I can be there in about two hours. That’s a game-changer for accessibility. The UK is also a hub for European travel, so this could easily become an international destination.

Gareth: Yes, it will obviously bring many benefits and yes, I will happily spend all my money and spare time reliving my childhood there. But the most exciting part is how this will elevate regional attractions. This will require attractions to offer unique rides, quality services, and competitive pricing, opening the doors to more visitors.

Jason: Been a fan of the big boy theme parks for years. Visiting them with my family in the USA has always been a pleasure, but a very rare treat. To be able to visit a Universal park just an hour or so down the road is going to be incredible.

Heather: The previews of Epic Universe in Orlando show the extent to which they have pushed theming and Immersive spaces in the US; this excites and raises expectations of what a Universal UK park could look like in the next decade. As a frequent visitor to theme parks in the US, I can’t wait to see how this new park will help bring those elements and elevate experiences for people in the UK.