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Cadbury Quest Ride: Excellence in Spatial Design

Space designed and executed by the in-house creative & theming team at Merlin Magic Making.



Context

Since its inception in 1990, Cadbury World in Birmingham, UK, has established itself as a premier leisure destination in the West Midlands, drawing over 600,000 visitors annually, including 120,000 schoolchildren.



Situated on the historic Bournville manufacturing site, Cadbury World originally allowed guests to tour the UK's largest chocolate factory, learning about chocolate production from expert demonstrators and exploring the rich history of the Cadbury business. Over time, access to the working factory was gradually reduced, with the last operational packaging plant tour ending in 2019. However, guest experience research had revealed that seeing the actual Cadbury factory and chocolate being made was a core expectation of the experience and the lack of this element was a source of guest disappointment.



Our challenge therefore was to create a new fun, immersive chocolate experience that lived up to guest expectations of a ‘factory’ experience within the existing attraction space.



Solution

Our solution was to integrate an interactive factory experience into the narrative and attraction space, completely redesigning the guest journey to position an immersive ride at the heart of Cadbury World.

The Cadbury Chocolate Quest ride takes guests on a choc-tastic interactive ride adventure with Freddo to collect the key ingredients you need, to make our delicious Cadburys chocolate! Using lasers, riders zap up ingredients as they navigate through a series of interactive and entertaining challenges, complete with factory scenes, bubbling chocolate that gets moulded into the iconic bar, wrapped and ready to be distributed. The ride culminates with guests disembarking to collect a Cadbury treat crafted from the ingredients they’ve gathered.



Within a compact 450sqm footprint, the experience showcases 7 themed zones, each packed with 36 seconds of engaging interactive moments creating a 4 minute exciting quest.



The zones combine 3D sets and virtual screens, which is brought to life through dynamic sounds, lights, smells, and heat, ensuring a fully interactive and sensory adventure. The nine trackless Multi Mover cars, with a capacity of 600 guests per hour, facilitate a seamless and engaging flow of visitors.



Beyond its entertainment and educational value, the ride underscores Cadbury World’s commitment to inclusivity. Special armrests on some seats facilitate easier access, and one of the cars is uniquely designed to accommodate wheelchairs. Additionally, subtitles on all screens ensure that guests with hearing impairments can fully enjoy the adventure. The wheelchair-compatible car represents a pioneering design, seamlessly integrated into the ride to ensure all visitors can participate. This focus on inclusivity ensures that every guest can enjoy the chocolate-making adventure, enhancing the overall experience for all.



Conclusion

The Cadbury Quest ride at Cadbury World exemplifies excellence in spatial design, transforming a beloved leisure destination into a modern, immersive experience – with a first week product score of 8.8 out of 10. By cleverly integrating the new ride into the core narrative and enhancing inclusivity, we have redefined the guest journey, setting a new standard for interactive and sensory attractions. This innovative approach not only addresses visitor feedback but also propels Cadbury World into a new era of engaging and accessible entertainment.