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In recent years, we have seen a real shift in how brands and venues want people to experience their spaces. It's no longer just about something that looks good. It's also about creating moments people can step into, interact with and remember.
From giant characters and hands-on simulators to immersive environments designed especially for children, many of our recent projects share one thing in common: they invite people to engage. Here is a look at how playful interactive props have helped turn events, retail spaces and hospitality venues into experiences.
Familiar Giant Characters
There is something powerful about seeing a well-loved character at an unexpected scale. For the third year running, we had the pleasure of creating a giant Snoopy for the Goodwoof event at Goodwood.
For the 2024 event, Snoopy returned with a new Beagle Scout theme, joined by three Woodstock companions perched on top of his iconic red dog house. Sculpted from polystyrene, coated in fibreglass, and finished in bright, bold colours, the display was designed to feel joyful and approachable, while also standing up to a busy outdoor event.
Similarly, for a Steiff anniversary activation at Selfridges, we built a giant teddy bear that appeared to be emerging through the building column.
The bear paws were positioned at two different heights, allowing children of all ages to reach up for a high five. A small design detail that made a big difference to how people engaged with it.
In both cases, recognisable characters became focal points, photo moments and shared experiences.
Hands-On Experiences That Invite Participation
Interactivity doesn't always mean characters. Sometimes it is about giving people something to do. At the Goodwood Revival, we created three bright red car simulator props for a 1950s-style driving school experience.
Complete with steering wheels, dials, pedals and a movable gear stick, the simulators sat in front of projected driving scenarios. This allowed visitors to try their hand at passing a driving test. Every detail from the upholstery to the weighted pedals was designed to feel tactile and intuitive. These were not just props to look at. They were central to the experience.
That same thinking carried through to the Woodies Den children's play areas for Marston's.
Here, we created over two metre tall tree props with hollow interiors, opening doors and integrated lighting. Children could climb inside, explore, and make the space their own. (Meanwhile, the grown-ups could actually watch the football in peace.)
Designing for the Real World
While playful design sits at the heart of these projects, there is a lot of technical thinking behind the scenes. Interactive props must be robust, safe, and practical to install, particularly in busy public spaces.
Many of these builds were designed and sculpted in sections so they could be transported easily and fitted through doors or tight access points. Surfaces were finished to withstand constant touching, climbing and use.
In some cases, like the Woodies Trees, lighting and electrical elements had to be seamlessly integrated once the props were installed on site.
Balancing creativity with durability is what allows these installations to work not just on day one, but throughout an entire event or long-term installation.
Why Playfulness Works
What connects all of these projects from Snoopy at Goodwoof to the Steiff teddy and the Goodwood simulators is the idea of play. These installations spark curiosity, encourage interaction and create moments people want to share.
They are photographed, talked about and remembered long after the event ends. For brands and venues, that kind of engagement is invaluable. Whether it is a familiar character brought to life at scale, a hands-on simulator, or an immersive environment designed for exploration, interactive props help turn spaces into destinations.
At Spur Creative, we love creating work that makes people smile, pause and get involved. If you are looking to design an experience that invites interaction and leaves a lasting impression, feel free to give us a shout.