Client RMA Themed Attractions asked us to work with them creating a new £2m 4D zone in the Cadbury World Theme Park, in Birmingham, UK. Featuring a 4D interactive cinema experience, the Chocolate Adventure takes visitors on an adventure where they can experience the feeling of diving into a pot of melted Cadbury Dairy Milk chocolate, riding the Crunchie Rollercoaster and taking to the skies in a Cadbury Creme Egg airship piloted by the Caramel Bunny.
Brief
The brief from RMA was to create long- lasting robust and fire retardant surface decorations for the exterior and interior of the new interactive 4D cinema zone. The zone is in a very high traffic area. The completed graphics needed to have a life span of 5 to 7 years.
Materials
We clad the area to be covered in 8mm marine ply and then attached 3mm DIBOND (aluminium composite material) to it. Using our HP LX 3000 we printed 1500 sq m of Class O fire rated vinyl to ensure the 1 hour fire rating required on the project. We suggested a floor vinyl product on the walls to increase the life of the completed installation. We finished the vinyl with an anti scratch laminate to further protect the life of the graphics.
Timescales
From receipt of the initial brief to completed installation took 8 weeks. We created the artwork for the “crumpled” wrapper section of the installation in-house. The project took 3 weeks to install on site.
Challenges
The installation is in an area of extremely heavy traffic, with both parents and children touching and interacting with the 4D Chocolate Adventure experience. Fire ratings on all materials was critical to meet Cadbury’s stringent requirements.
