New Ride Experience is a trademark of the SMILE of Experience.

New Ride Experience promotes new ride designs for theme parks, fairs, family entertainment centres, museums or other leisure destinations.

New ride concepts are generated by merging creativity & technology within our own innovative and dedicated team at the SMILE of Experience.

Some new ride concepts are developed upon request of a ride supplier. For other new ride concepts, we select the best ride supplier to engineer and produce the ride concept. This step could also be made after we have found the first client to buy the new ride concept.

After our creative process, the ride concept will be further developed and engineered in close collaboration with the ride supplier to have a complete “ready to produce” ride design. Our creative and technical SMILE of Experience team fully supports the realisation of the ride concept with advice and designs for interactivity, show control, audio, video, lighting, special effects, storytelling and theming.

The SMILE of Experience starts with the development of a new ride concept based on a request from a ride supplier for a new ride, a ride upgrade within the existing supplier’s product range, or a market analysis for new ride opportunities conducted by our team independently from ride suppliers.

The start is the creative technical development of the new ride experience. Basic engineering drawings and capacity calculations are made to analyse and improve the new ride concept.

Pricing of a new ride concept is key for the success of the creation. In each development step we analyse the additional value of ride options to optimize the pricing of the complete ride experience.

Once the ideal balance of the ride experience, capacity and footprint are set, the pure creative process of creating a specific storyline, storyboard and theming for the new ride concept starts.

All new ride concepts are presented with 3D models to have high quality renders and animations.