Launched by Justin East, former Global Creative Director for Merlin Entertainments – Wondertree Creative specializes in designing themed environments and attractions – from single, specific projects to master planning total new Resorts and Theme Parks.
For over thirty years Justin has been the creative leader at the heart of Merlin Entertainments, the world’s second biggest attractions company. Working within an operating business, recognizing the challenges “at the coal face”, for more than three decades has given him a unique insight into what excites guests, works for the operator and provides a return on investment.
His portfolio ranges from the creative direction and delivery of LEGOLAND to enhancing and expanding Madame Tussauds global presence as well as developing world class, branded destination concepts with famous names and brands including Cadburys, Derren Brown, Sony / Columbia Studios, Bear Grylls, and Ferrari.
In respect of this new venture, Justin explained: “With so many great memories and lifelong friendships, Merlin is like part of my family so it was definitely not an easy decision when I chose to move on.
“When I first joined Merlin, I thought it would be a fun adventure for a couple of years – thirty years later I can hardly believe how amazing the journey has been.
“My mentor, and hero, at Merlin for many years was Nick Varney, now Sir Nick. When he left the business last year it was clear and appropriate that Merlin would evolve. On reflection, this is probably what prompted me to review my own future and opportunities.”
With the his new business, Justin continues to approach every project with the same enthusiasm and excitement for the industry that is apparent in all of his and Merlin Entertainments’ successes. Though there are some irons in the fire, Justin and his colleagues at Wondertree, are welcoming the chance to embrace new opportunities and show what a great job they can do.
Sir Nick Varney – Former CEO, Merlin, commented: “Justin, congratulations on your new venture. You were always a creative force of nature and I don’t doubt you will continue to be so! The attractions industry won’t know what has hit it with you fully unleashed. I wish you every success”.
