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The project
The Tunnels, Gibraltar’s World War II Experience is an iconic and well-visited attraction on the island of Gibraltar, with fascinating stories to tell of its strategic importance to the British resistance.
We were delighted to work alongside experience operators, Wright Tech Media, to reimagine the stories and experiences in the tunnels.
Insights and strategy
We started off by carrying out a Market Insights Report, conducting research and combining client data to inform the development of the new experience. As well as identifying market and audience opportunities, we also provided operational suggestions to improve the guest experience.
We also held a discovery session with the client to create a clear visitor attraction strategy. The main outcome from this phase was the need to create an active experience, that engages audiences through activities and interactivity.
Concept design
We then moved into the concept phase, allowing us to develop the master plan, guest flow layout, and narrative framework, ensuring the storytelling aligned with the experience's strategic goals while bring the iconic history of these tunnels to life for a modern guest.
We delved into the various stories showcased throughout the experience along with the existing artefacts to curate the narrative thread that would guide guests through the unique story of these tunnels.
Design development
In the design development phase we delivered comprehensive design packs and schematic packs in order to set the creative vision and design language that supports the clear narrative thread throughout the experience.
We managed the vendor selection process alongside the client to select the various technical and fabrication vendors, we worked with them to estimate ROM costs, and coordinated vendor relationships through the design process. Once into Fabrication and Installation we provided creative oversight including on-site art direction and quality control to ensure execution matched the conceptual vision.
Project results
The experience re-opened to the public in 2025, to both the local community and tourism groups, and has become a key attraction in Visit Gibraltar's marketing campaign.
The attraction is also seeing a surge in corporate bookings and has become a unique destination for the business community too. Video courtesy of Visit Gibraltar
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