Finding Alice
Monetised Narrative-Led Visitor Experience
Project Overview
Location: Llandudno Town Centre
Format: Self-guided mixed-reality storytelling experience
Audience: Families and multi-generational visitors
Model: Ticketed, direct-to-consumer
Engagement: 123 teams booked
Finding Alice is an original IP developed and produced by Puzzle Junction — a narrative-led visitor experience designed to activate town-centre environments through place-based storytelling. Designed as a self-guided mixed-reality hunt, the project activates Llandudno town centre through place-based storytelling inspired by the legacy of Alice in Wonderland.
Participants follow a structured narrative journey, solving puzzles and uncovering story fragments while exploring key locations across the town. The experience blends digital interaction with physical exploration, encouraging visitors to engage more deeply with place.
Our Role
Puzzle Junction conceived, designed and produced the project, including:
Narrative concept development and story architecture
Spatial visitor journey design across town-centre locations
Interactive puzzle and challenge development
Digital integration and mixed-reality design
Direct-to-consumer ticketing model implementation
Marketing and audience strategy
Development of original IP adaptable to other heritage destinations
Scalable immersive format suitable for replication and licensing
Commercial & Strategic Outcomes
Direct ticket revenue generated through self-guided format
Increased visitor exploration across multiple town-centre locations
Family-focused experience encouraging repeat visits
Scalable IP model adaptable to other heritage destinations
Low operational overhead once deployed
Experience Overview
This video provides an overview of Finding Alice in operation, demonstrating how the original IP activates town-centre locations and engages multi-generational audiences through interactive storytelling.
