Global experiential agency Spiro will attend IAAPA Expo Europe with an expanded attraction design and delivery offer, joining Experience UK at the UK Pavilion, stand S837. The development follows Spiro’s acquisition of creative agency 2HEADS in December 2025, bringing dedicated themed-attraction expertise into a larger international platform.
The combined capability gives IP owners and operators access to one partner across the lifecycle of an experience: strategy, creative development, attraction design, technical and production planning, fabrication and delivery. For projects that cross disciplines and markets, this joined-up model is intended to reduce handovers while keeping the creative and commercial aims connected.
The attractions team has worked on projects including Galacticoaster at LEGOLAND California and Florida, and Ninjago Spinning Coaster at LEGOLAND Korea and Japan. Its wider client experience spans organisations such as Merlin Entertainments, Disney, SEGA and Netflix. The portfolio demonstrates how brand and IP thinking can translate into physical destinations that must perform for guests, operators and owners over time.
Spiro describes its approach as strategically led and creatively driven, with global reach and in-house making capability supporting delivery at scale. IAAPA Expo Europe provides an opportunity to introduce that broader proposition to attraction developers seeking fewer gaps between idea and execution. Meet Spiro through Experience UK at the UK Pavilion, stand S837, to discuss what a single end-to-end partner could bring to the strategy, design, production and growth of a future themed experience.
For IP-led projects, continuity across that lifecycle can be particularly valuable. Early strategic choices influence the guest journey, the fabrication approach and the way a concept can scale into new markets. Keeping those implications visible from the outset helps teams protect the core idea while adapting delivery to different sites and audiences.
