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New Butlin’s swimming pool brings the seaside inside

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A new indoor swimming pool at British family holiday resort Butlin’s is based on a beach theme and includes the world’s first helter skelter water slide.

The art-deco style pool, designed by brand and retail consultancy FITCH, cost £40 million and has been installed at Bognor Regis on the South Coast of England.

The brief was to create the most family-friendly pool in Britain and ‘bring the seaside inside’. Other features include a stick of rock racer slide and spacious family-friendly changing rooms.

With practicality, hygiene and safety as key priorities, modern additions include underfloor heating. There was also a wider focus on elements such as UV filtration to complete the aesthetic for guests to enjoy the pool experience regardless of the weather.

FITCH’s digital team developed bespoke VR technology to deliver a preview of the proposed work to the Butlin’s board during the initial stages. This had such an impact that the content is now implemented at a consumer level to display the pool in the Butlin’s resort holiday booking shop and inspire potential guests. 

Butlin’s and FITCH also worked with parenting forum Mumsnet to gauge feedback on swimming pool dressing rooms to deliver a changing village that fulfils the needs of families. Over two million tiles were used during the process, and the longest hoarding board ever (134 metres) printed by FITCH was set-up.

The design includes a huge floor-to-ceiling viewing window in the resort reception intended to create a wow moment for guests upon arrival. Check it out below and see more images here.

 

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