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Pico Play, a global leader in planning, designing, developing and constructing world-class themed attractions and entertainment, has announced that it has promoted Mark Snell to the role of Head of Creative Art.

Snell, who has extensive experience in design and storytelling and shapes Pico Play’s award-winning attractions, will oversee 75 artists across the company’s three fabrication facilities in Vietnam, Saudi Arabia and Malaysia in his new role.

The appointment comes as Pico Play seeks to recruit 25 further artists across a variety of locations and positions. Vacancies range from junior artists to an art director role based in Johor, Malaysia. Requirements include a minimum of three years of experience and a demonstrated proficiency and knowledge of painting and/or sculpting techniques.

Storytelling, design, and experience
Snell, who has over 25 years of experience as an artist and art director, has created artwork, including prestigious bronze sculptures, for councils, commercial art studios, theme parks, zoos, feature films and others. His extensive art direction portfolio includes projects for attractions such as Warner Bros. World Abu Dhabi, Singapore Zoo River Safari, SEA Aquarium at Sentosa Island and the Wizard of Oz precinct at Warner Bros. Movie World on the Gold Coast.

As creative art director at Pico Play, Snell plays a crucial role in crafting the overarching aesthetic and narrative for each project. From conceptual sketches to final on-site execution, he ensures that every visual and thematic detail contributes to a cohesive and immersive guest experience.

He explains “an attraction is more than just structures and rides - it’s a journey.

“Our job as art directors is to create a world where guests can suspend disbelief and step into a new reality.”

Snell works with a multidisciplinary team of designers, architects, engineers, and fabricators to bring these visions to life. His role requires artistic skills as well as a comprehensive understanding of materials, construction techniques, and visitor psychology.

Art careers in the themed attractions sector
For those considering a career as an art director, Snell explains that there are advantages and disadvantages in the role.

According to Snell, pros include creative freedom, where he and the team can shape entire worlds and design environments that captivate and inspire; the opportunity to create impactful storytelling that engages guests on an emotional level; and multi-disciplinary collaboration, working across fields to expand creativity and problem-solving capacities.

In addition, he notes that the variety of projects, from theme parks to cultural attractions, and international projects are key features of the job.

Some of the challenges include the need for compromises in balancing creativity and practicality; a high-pressure work environment with tight deadlines and high expectations; complex coordination across multiple disciplines; and extensive travel and long hours. Art directors, he says, need to be adaptable and resilient.

Despite the challenges, Snell finds great satisfaction in seeing a project go from concept to reality, noting “there’s nothing quite like walking through a finished attraction and watching guests react to something you helped create. That’s when you know all the hard work was worth it

Pico Play recently launched a new website dedicated to its projects in the Middle East.

The Wizard of Oz precinct at Warner Bros. Movie World is featured in the latest edition of Australasian Leisure Management.

Click here for details of Pico Play’s vacancies on the company website.

Images: Mark Snell (top), at work in the Pico Play studio (middle) and at the opening of The Wizard of Oz precinct at Warner Bros. Movie World (below).

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