MEET OUR THEA AWARD RECIPIENT FOR OUTSTANDING ACHIEVEMENT: ATTRACTION LIMITED BUDGET
Underlandet Liseberg, Gothenburg, Sweden Thea Award for Outstanding Achievement on a Limited Budget Overview
With the grandest of goals for the smallest of guests, Liseburg park set out to create a timeless family dark ride for future generations of park guests.The Underland, opened in 2021, after a 17-month covid closure of the park and represents the first dark ride addition to the park in over 50 yearsThe Underland transports families into the magical underground world below Liseberg park and into the home of the park’s furry mascots, a family ofpink and green rabbits: Kanina, Kanne, Lisen, Berg, Fixa, and Julius. The attraction builds on the parks original characters, extending and deepeningthe storyline of these beloved Green Rabbits for the first time in their 40-year history at the park.Guests are welcomed into the quirky, quaint, and carrot-filled home of the Green Rabbits after utilizing a new virtual queue system. Guests enter intothe cozy home of the rabbits through a highly themed dining room and kitchen queue filled with the everyday artifacts of rabbit life. Guests arewhisked board a media-filled elevator for a magical ride to the underground world of the Green Rabbits. Deep below, families board beautifullythemed, glowing ride vehicles to start their subterranean adventure. As guests travel through this magical world, the secret workings of just howthese rabbits operate an amusement park come to life. We see the Rabbits hard at work growing vegetables, making ice cream, filling balloons, andpowering the rides above. All the rabbits’ endeavors are much to the chagrin of their top hatted, evil moustache-wearing antagonist, MånsTråk,who attempts to obstruct the rabbits’ progress at every turn. In the end, our industrious rabbits persevere over MånsTråk and as in all goodchildren’s stories, we end our adventures with a big party, even inviting the reluctant antagonist, just to show that there are no hard feelings.Generations the parks youngest guests have only known Liseburg’s Green Rabbits above ground, now The Underland takes children into a magical,subterranean, bunny-filled world below the park on a memory-making adventure.
What sets this attraction apart?
With its rich scenic environments, wonderfully immersive queue, lovable fuzzy animatronics, and highly infectious soundtrack, the Underland creates amagical world that the youngest of Liseburg’s guests will remember for generations to come. The attractions visual density and charming charactermake it an attraction that guests must re-ride multiple times to capture all of its charming moments. In a world overrun with highly marketablecharacters and IP’s, the Liseburg team boldly chose to elevate its’ own existing park IP creating a truly brand-building children’s attraction andextending the Green Rabbits’ storyline and strengthening their connection to its guests. With an attraction budget of less than ten million dollars,the rides scope, superior level of execution, brand- building focus, and timeless character warrant its award of excellence. Liseburg has beautifully andfugally accomplished its original grand goal of creating a charming, “old-fashioned” dark ride, which will endure for future generations to fall in lovewith
How long did the project take to complete?
Three (3) Years
Behind the Scenes
The project was finished over ZOOM, as global project team dispersed because of the pandemic.