– New branded attraction is based on classic Danish story character Rasmus Klump (Petzi)
– Integrated creative management techniques help fast-track project for Spring 2010 opening
Copenhagen, Denmark, 09 March 2010 – For Jumana Brodersen and the creative team currently engaged in building and fabricating Klump Island at Tivoli Gardens, “don’t sweat the small stuff” is key to delivering a new 1,530 sq. meter children’s attraction consistent with the unique quality of Tivoli and ready to welcome guests for the 2010 spring season.
“The way Klump Island is taking shape – rapidly, beautifully and fully on target with design goals – demonstrates the effectiveness of the ‘integrated creative management’ or ‘design/build’ approach,” says Brodersen, who was engaged to master-plan the project in June 2009. “With Tivoli’s top level team of artisan builders and craftspeople – versatile and fully committed to the project – you can allow for individual creativity and problem-solving in the field. This shortens the time between concept and fabrication and gives maximum value for the budget. It’s the 21st century way of doing things.”
The Klump Island project now being realized in Denmark is a themed entertainment collaboration across continents. Brodersen, president of The J Co LLC (St. Louis, USA) and former corporate director of creative development with Busch Entertainment Corp., was brought on in June 2009, after meeting in Copenhagen with Tivoli’s director of design Mikkel Sonne, vice president Finn Sture Madsen and CEO Lars Liebst, as well as creative developer Per Sanderhage of Egmont, which owns the Rasmus Klump character. Returning to the US, Brodersen kicked off creative development with a design team chosen for their expertise in themed play attractions (Elaine Swanger, Sophie Binder and Scott Neale).
Klump Island offers a new immersive play experience for children and their families, themed around the world of Rasmus Klump and his friends. Brodersen’s design ushers in a dramatic sense of arrival. Featuring three adventure zones for three age groups, Brodersen’s design provides a whole new look within Tivoli Gardens, blending Rasmus sculptural styles, textures and colors into the fabric of Tivoli. Complementing the play areas are a Rasmus-themed ride, and a restaurant specializing in pancakes, Rasmus’s comfort food of choice.
“Integrating the Rasmus Klump attraction into Tivoli Gardens amusement park was a similar challenge to what we did in designing the Sesame play areas for theme parks SeaWorld San Diego and Busch Gardens Williamsburg,” says Brodersen. “What’s needed is a concept that embodies the brand and the story, is responsive to the needs of the park, the interests of the guests and will give long term value to the property. If you have these elements, if you understand what you are designing for and are grounded in the master plan, then you can allow flexibility for addressing some things in the course of building the project. In the case of Tivoli, the team members have a strong sense of regional pride – they see it as ‘our Tivoli,’ they have a personal stake. Integrated creative management is all about having a good team and giving people room to surprise you in how they take the project to the next level, within the framework of the concept.”
Tivoli CEO Lars Liebst says, “In 2009 we opened the year’s wildest ride – Vertigo – for the daredevils. In 2010 the focus will be on children with a play world, the size and quality of which have never been seen before in Denmark, with free entry for our visitors. We believe that Petzi [Rasmus Klump] and Tivoli fit together well: both brands are internationally recognized, and both have entertained Danish children for many generations.”
Michael Benzon, Egmont international licensing manager, says, “Petzi and his world will now be brought to life on a scale never before experienced by a Danish cartoon character. For this to happen in Tivoli is ideal, for Petzi represents joy, friendship and a lust for adventure. Tivoli is the ideal forum for Petzi to welcome the children of all countries into his world.”
“We were impressed by how quickly Jumana entered the Rasmus universe and understood the character’s nature – not an easy task, but she made it look easy,” says Tivoli director of design Mikkel Sonne. “Incorporating a branded character was something we’d never done before at Tivoli. It needed a delicate balance to have the playground make an impact yet fit in naturally, and we turned to Jumana’s particular expertise. Klump Island is the right thing for the coming season at Tivoli, and everyone is very excited about it. Jumana managed to get the balance just right.”
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