Creative Leadership | Design Strategy | Concept Master Planning.
35 years Creating Meaningful Experiences for Attractions
Currently: Creative Director, Universal Creative | Universal Studios
DESIGNING
EXCEPTIONAL
EXPERIENCES
WHAT I DO
I’ve spent more than three decades asking why some experiences create fierce loyalty while technically superior ones get forgotten. That question drives my work as a Creative Director, my a on the future of the experience economy, and my thinking about where this industry is heading next.
More: About Philip
30+ Years
Designing leisure, tourism & themed entertainment experiences.
100+
Clients / Collaborators
600+
Themed entertainment projects across Australia, South-East Asia & the Pacific
7
Federal or Regional governments advised: AU SG HK NZ TL
1,000+
Customer experience
assessments completed
Currently:
Creative Director, Universal Creative (Universal Studios)
WHAT I’M THINKING ABOUT
The experience economy is changing faster than most operators realise.
Guest expectations are shifting from passive to active. Climate is reshaping where and how attractions are built. Technology is moving from novelty to necessity.
And the gap between experiences that are merely impressive and experiences that are genuinely unforgettable has never been wider.
I have been researching and writing about the ideas at the intersection of all of this — the future of themed entertainment, what genuine differentiation actually means in a crowded market, and the design thinking that turns good intentions into remarkable guest experiences.
These aren’t abstract theories. They come from 30 years of project work across the Asia-Pacific region, and from the vantage point of working today inside one of the world’s great creative organisations.
FUTURE THINKING
How do we predict the future of an industry when no one can predict the future? With the right frameworks, the right questions, and a commitment to watching the signals that everyone else ignores. Read more
THE IMMERSION SHIFT
Most “immersive experiences” are still fundamentally passive. The shift underway — from visitor to inhabitant, from audience to participant, and from entertaining guests to changing them — will define experience design for the next decade. Read more
DESIGNING FOR THE REAL WORLD
Inclusion, climate resilience, and the evolving shape of the market aren’t constraints on great experience design. For the operators willing to think hard about them, they’re competitive superpowers. Read more
EXPERIENCE DESIGN
Differentiation isn’t a feature. It’s a philosophy. The businesses that build lasting loyalty aren’t the ones with the biggest attractions — they’re the ones who understand what they genuinely mean to the people they serve.
Read more
FROM THE DRAWING BOARD
See everything on the Drawing Board
