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  • Serving up seaside nostalgia in Margate
  • Serving up seaside nostalgia in Margate
    Dreamland (2015) ©
CASE STUDY

Dreamland: a retro theme park for nostalgia seekers

Dreamland delivers traditional seaside thrills packaged in quaintly vintage aesthetics, aiming to attract the Instagram generation as much as young families and nostalgia seekers. It hopes to inject culture into the theme park experience, but will kids really want to ride in an upcycled dodgem?

Location United Kingdom

Scope
After a £30 million restoration, Dreamland re-opened in June 2015 on the beachfront of south-eastern town Margate. [1] Boasting updated versions of old theme park thrills, all packaged in vintage aesthetics, it’s looking to attract those who pine for the traditional English holiday by the shore.

But if it’s nostalgia Dreamland is selling, then who is the target audience? The park shut its doors in 2003 after suffering decades of decline since its heyday in the 1960s. [2] Can the authentic, upcycled relics of theme parks past now help revive the attraction with a touch of ...

Canvas8

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