The Drowned
Seasonal Narrative-Led Immersive Visitor Experience
Project Overview
Location: Llandudno
Format: Ticketed immersive live experience
Audience: Adult and mixed-age visitors
Model: Seasonal, revenue-generating activation
The Drowned is an original IP developed and produced by Puzzle Junction — a seasonal immersive visitor experience inspired by the Welsh legend of Cantre’r Gwaelod.
Designed as a Halloween activation, the project transformed an existing site into a narrative-driven immersive environment, guiding audiences through a story world rooted in Welsh folklore. The experience blended live performance, spatial storytelling and atmospheric design to create a cohesive visitor journey.
Our Role
Puzzle Junction conceived, designed and delivered the full immersive format, including:
Original IP development inspired by regional folklore
Narrative architecture and story-world design
Site-responsive spatial experience planning
Live performer direction and interaction design
Audience journey mapping and immersive pacing
Ticketed event structure and commercial positioning
Commercial & Strategic Outcomes
Ticketed seasonal activation generating direct revenue
Introduction of immersive theatre format to new regional audiences
Strong audience engagement and positive peer reviews
Demonstrated capacity to transform non-traditional spaces into immersive environments
Development of an original IP suitable for future adaptation or touring
Experience Overview
The short film below captures The Drowned in action, demonstrating how narrative, environment and live performance combine to create an immersive seasonal visitor experience.
Audience Feedback
“Had an AMAZING time at 'The Drowned' in Llandudno this evening — an absolutely amazing experience, can highly recommend it to everyone!”
— Emily Neep
“It was full of mysteries and the actors were so amazing that it seemed like they had actually taken me to another era.”
— Michelle Monroe