Forrec

What Forrec does

FORREC is a Toronto-headquartered experience design consultancy founded in 1986 that plans and designs location-based entertainment destinations — theme parks, water parks, branded experiences, mixed-use entertainment districts, resorts, attractions, landscape architecture, and urban design. The firm operates through a multidisciplinary in-house team of 120+ professionals covering architecture, landscape architecture, interior design, graphic design, and art direction, and runs projects from strategic visioning and concept ideation through master planning, schematic and design development, construction documentation, and construction administration. Notable proprietary processes include a LEGO brick-to-BIM design workflow that uses physical/digital brick models transitioned into BIM-based production with a tailored algorithm and LEGO grid system for brand-accurate deliverables (notably for LEGOLAND projects). FORREC has completed 2,500+ projects across 30 countries and 28 languages and maintains a regional office in Shanghai, China, in addition to the Toronto headquarters.

The firm generates revenue primarily through professional services — fixed-fee or time-and-materials contracts for defined design scopes — with a secondary revenue stream from branded experience design under IP licenses (LEGOLAND, Lionsgate, Hasbro). Customer concentration centers on enterprise entertainment operators and IP holders, including a 25+ year strategic partnership with Merlin Entertainments covering LEGOLAND Korea and LEGOLAND Shanghai, alongside Universal Studios, Lionsgate, Six Flags, Chimelong, Sun Group, Princess Cruises, the Niagara Parks Commission, and government tourism authorities. Go-to-market is enterprise field sales through dedicated regional directors covering the Americas, Asia, and MEIA, supplemented by industry visibility at IAAPA and TEA events and earned media coverage.

Recent strategic activity has been weighted toward Asia-Pacific delivery and branded experience expansion, with 2025 producing three flagship openings — LEGOLAND Shanghai Resort (world's largest LEGOLAND), the Gyeongju World Time Rider Coaster Wheel (world's tallest at 51m), and Skyflyers: Wings of Garudapterus in Bangkok (tallest giant swing ride in Asia-Pacific at 135m) — alongside the Niagara Takes Flight $25M flying theatre. The firm has positioned itself as a full-lifecycle partner for the largest IP holders in the attractions industry while remaining privately held with no disclosed institutional funding.

Name

Forrec

Legal name

FORREC Ltd.

Website

https://forrec.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

FORREC is a Toronto-based, privately held experience design consultancy founded in 1986 that plans and designs theme parks, water parks, resorts, branded attractions, and mixed-use entertainment destinations for global IP holders and operators including Merlin Entertainments, Universal Studios, and Lionsgate.

Ownership category

akta.pro rank

Product category

Experience Design and Master Planning for Entertainment Destinations

NAICS

Landscape Architectural Services (541320), Other Specialized Design Services (54149), Interior Design Services (541410)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Landscape Architecture & Site Design (BPAHAKAC)

akta.pro secondary industry

Wayfinding, Signage & Environmental Graphic Design (BPAHAKAN)

Keywords

• Experience design services
• Theme park design
• Water park design
• Master planning
• Branded entertainment design

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Experience Design and Master Planning Services: FORREC generates revenue by providing professional design services — including concept design, master planning, schematic design, design development, and construction documentation — to entertainment operators, developers, and brands globally. Revenue is project-based, typically structured as fixed-fee or time-and-materials contracts for defined scopes of work.
2. Licensing and Brand-Aligned Design (Branded Experiences): FORREC designs attractions based on licensed intellectual property (e.g., LEGOLAND, Lionsgate films, Hasbro brands), providing concept, narrative, and design services under brand guidelines. Revenue is earned through professional service agreements with IP holders and operators.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

FORREC is a multidisciplinary experience design consultancy that creates theme parks, water parks, branded entertainment attractions, mixed-use entertainment districts, resorts, and visitor attractions. The firm delivers end-to-end design services — from strategic visioning, concept design, and master planning through to schematic design, design development, and construction documentation — for global entertainment operators, developers, and IP holders.

Product overview

FORREC is an experience design company offering comprehensive design services for location-based entertainment. Rather than a unified software product, FORREC provides a portfolio of professional design services organized across multiple categories: Theme Parks, Water Parks, Branded Experiences, Mixed-Use + Entertainment, Visitor Attractions, Resorts + Hospitality, Landscape Architecture + Urban Design, Snow Parks, and Destination Master Planning. The company delivers services from concept design through construction documentation, working with clients including Universal Studios, Merlin Entertainments, LEGOLAND, and major entertainment operators globally. Notable projects include LEGOLAND Shanghai Resort (the world's largest LEGOLAND destination), Skyflyers at Asiatique Bangkok, Niagara Takes Flight flying theatre, Happy Magic Water Cube Beijing, and multiple branded attractions for Lionsgate at MOTIONGATE Dubai. FORREC operates from headquarters in Toronto, Canada with a regional office in Shanghai, China.

Differentiator

Problem solved

Functional benefit

Products and services

• Experience Design Services Comprehensive experience design services for location-based entertainment destinations, covering strategic visioning, brand activation, concept creation, program development, master planning, experience planning, design development, and construction documentation. Offered to entertainment operators, developers, and IP holders globally.
• Theme Park Design Design and master planning of theme park destinations, including attractions, rides, shows, and themed environments. Serves entertainment operators, IP holders, and theme park developers worldwide.
• Water Park Design Aquatic entertainment destination design including water slides, pools, wave pools, and water-based attractions. Serves operators of indoor and outdoor water parks globally.
• Branded Experience Design Immersive branded entertainment experiences tied to media franchises and intellectual properties (e.g., LEGOLAND, Lionsgate, Hasbro). For IP holders and operators seeking brand-accurate attractions.
• Mixed-Use + Entertainment Design Retail, dining, and entertainment district design integrated with broader developments. For developers and mall operators seeking footfall-driving entertainment anchors.
• Visitor Attraction Design Design of standalone attractions including museums, heritage sites, and interactive experiences for government tourism authorities and attraction operators.
• Resorts + Hospitality Design Resort master planning and hospitality facility design including hotels, spas, marinas, and resort amenities. For integrated resort operators and hospitality developers.
• Landscape Architecture + Urban Design Landscape architectural services and urban design for entertainment destinations and public spaces, including waterfront and heritage site interventions.
• Snow Park Design Indoor snow and winter experience park design for operators of all-season recreational destinations.
• Destination Master Planning Strategic master planning for large-scale entertainment destinations and resort developments, including tourism landmarks, waterfront attractions, and integrated resorts.

Quantifiable outcome

• LEGOLAND Shanghai Resort — world's largest LEGOLAND destination, opened July 2025, featuring 8 themed lands, 75+ rides/shows/attractions, 250-room LEGO hotel, and Aegean Bingo RDE district
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• Merlin Magic Making (Merlin Entertainments)coreStrategic or Co-development PartnerFORREC has a 25+ year strategic partnership with Merlin Entertainments Group, serving as lead experience designer on LEGOLAND properties globally. FORREC worked with Merlin Magic Making (Merlin's internal creative team) on LEGOLAND Korea Resort and LEGOLAND Shanghai Resort, collaborating on hotel design, themed cluster development, and master planning.
• Brogent TechnologiescoreTechnology or IntegrationFORREC collaborated with Brogent Technologies (creators of flying theatres in Vancouver, Chicago, New York, and Las Vegas) on Niagara Takes Flight. FORREC provided the narrative and story development, concept through construction administration for interiors, pre-show, and retail spaces, while Brogent provided the flying theatre ride system.
• IntamincoreTechnology or IntegrationFORREC worked closely with Intamin, the ride manufacturer, on the Time Rider Coaster Wheel at Gyeongju World, bridging visual experience and optimum ride performance. FORREC's 20+ year relationship with Gyeongju World includes multiple projects designed in collaboration with Intamin.
• Asset World Corporation (AWC)coreStrategic or Co-development PartnerFORREC worked closely with Asset World Corporation (AWC) as the lead experience designer for Skyflyers: Wings of Garudapterus at Asiatique The Riverfront Destination, Bangkok. FORREC guided the creative vision from concept through design package delivery for local consultant implementation.
• Niagara Parks CommissioncoreStrategic or Co-development PartnerFORREC was engaged by the Niagara Parks Commission from feasibility study through to construction administration for Niagara Takes Flight, a $25M flying theatre experience. FORREC developed the overall narrative and story, provided design services, and coordinated with Ontario-based contractors.
• ArcplusmajorImplementation/ SI/ Consulting PartnerArcplus served as Architect of Record alongside FORREC on multiple projects including LEGOLAND Shanghai Resort and Hangzhou Bay Sunac Tourism City, providing local architectural expertise and regulatory compliance in China.
• Tongji Architectural Design Group (TJAD)majorImplementation/ SI/ Consulting PartnerTongji Architectural Design Group (TJAD) collaborated with FORREC on LEGOLAND Shanghai Resort as part of the design team, providing architectural design services within China.
• EXPmajorImplementation/ SI/ Consulting PartnerEXP is listed as a project consultant on LEGOLAND Shanghai Resort, providing engineering and technical consulting services supporting FORREC's design delivery.
• Great Lakes Scenic StudiosminorImplementation/ SI/ Consulting PartnerGreat Lakes Scenic Studios is listed as a consultant on Niagara Takes Flight, providing scenic fabrication and installation services for the attraction's themed environments.
• +VG ArchitectsminorImplementation/ SI/ Consulting Partner+VG Architects adapted the existing building at Niagara Parks' Table Rock Centre to house the Niagara Takes Flight attraction.
• Best Constructors LtdminorImplementation/ SI/ Consulting PartnerBest Constructors Ltd from Belfast is listed as a fabricator on the Star Princess Activity Deck, providing marine construction services.
• DXB EntertainmentscoreStrategic or Co-development PartnerFORREC collaborated with DXB Entertainments (Dubai Parks and Resorts) and Lionsgate to develop the Lionsgate Zone expansion at MOTIONGATE Dubai, including John Wick: Open Contract and Now You See Me attractions.
• Shanghai Jinshan Urban Construction Investment Group Co. Ltd.majorStrategic or Co-development PartnerFORREC developed the master plan and design for Aegean Bingo RDE district adjacent to LEGOLAND Shanghai Resort, working with the Shanghai Jinshan Urban Construction Investment Group as the client and project developer.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• The Hettema Group: Founded by Phil Hettema, a long-time themed entertainment design firm that has led master planning and attraction design for Universal Studios, Six Flags, and other major operators. Directly comparable to FORREC as a boutique, enterprise-focused themed entertainment consultancy competing for the same marquee mandates.
• Legacy Entertainment: Los Angeles-based themed entertainment master planner responsible for projects at Universal Studios Beijing, DreamWorks centres in China, and multiple Chinese theme parks. Direct competitor to FORREC on Asia-Pacific master planning mandates and Universal-related work.
• Thinkwell Group: Multidisciplinary experience design and production firm delivering master planning, attraction design, and turnkey theming for theme parks, museums, and branded destinations worldwide. Competes with FORREC across the full project lifecycle and on branded experience engagements.
• PGAV Destinations: St. Louis-based global leader in destination master planning for zoos, aquariums, museums, and theme parks. Closely comparable to FORREC on master planning engagements for entertainment and cultural destinations, particularly in North America.
• JRA (Jack Rouse Associates): Cincinnati-headquartered experience design consultancy that has planned and designed museums, visitor centres, and entertainment attractions for three decades. Directly comparable to FORREC on visitor attraction and themed experience design mandates.
• BRC Imagination Arts: California-based experience design firm specialising in narrative-driven attractions, museums, and brand experiences including work for major studios and cultural institutions. Direct competitor to FORREC on branded and immersive storytelling projects.

Broad incumbents

• Walt Disney Imagineering: Disney's in-house design, engineering, and project management arm responsible for all Disney parks, resorts, and cruise destinations worldwide. While not a commercial competitor, it sets the design standard and competes with external firms like FORREC for the largest global destination mandates.
• Universal Creative: NBCUniversal's in-house design and development division responsible for Universal theme parks globally. FORREC has worked alongside Universal Creative on multiple projects; it is the largest in-house counterparty competing for design scope on Universal's masterplan.
• Stantec: Global engineering, architecture, and environmental services firm with an active entertainment and hospitality practice. Broader and more diversified than FORREC but competes for resort master planning and large-scale entertainment district commissions.
• Gensler: Global architecture, design, and planning firm with significant entertainment, hospitality, and mixed-use practice. Competes with FORREC on integrated resort, hospitality, and mixed-use entertainment district projects where scale and multi-disciplinary capability are required.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/forrecdesigns
• Facebookfacebook.com/ForrecDesigns

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Forrec