Looping Group, a leading operator of regional leisure parks in Europe, has announced a major corporate rebranding, changing its name to Looping Experiences.
The operator says that their new brand identity is designed to support the company's expanding scale, reflect its increasingly diverse portfolio, and reinforce a shared corporate culture across its international operations.
Established in 2011 following the initial acquisition of seven parks from Compagnie des Alpes, the group has grown significantly through a rigorous expansion strategy. Looping Experiences now operates 21 leisure sites across eight European countries: France, the United Kingdom, the Netherlands, Germany, Spain, Portugal, Croatia, and Switzerland. The group now welcomes more than 7.5 million visitors annually.
A Transforming Portfolio and Architecture
The transition from Looping Group to Looping Experiences highlights the company's evolution beyond traditional theme parks. The group's diverse portfolio now spans several entertainment types:
- Theme parks and traditional attractions
- Water parks
- Animal parks and aquariums
- Edutainment sites
- Immersive accommodation offerings
According to the company, the rebranding has three primary objectives: to increase the visibility of the corporate brand across Europe, to strengthen its positioning as an employer of choice, and to foster a deeper sense of unity among its regional teams.
New Visual Identity and Symbolism
As part of the rebrand, Looping Experiences collaborated with the branding and design agency Blackpizza to overhaul its whole visual identity. The traditional navy blue carousel logo has been replaced with a contemporary, organic emblem centred on an asymmetrical double "o" shape.
The new logo is designed to evoke multiple meanings tied to the company's diverse activities. The loops mimic the twists of a roller coaster, while the asymmetrical design represents their continuous growth as a small loop expands into a larger one. Additionally, the shape references the infinity symbol to represent sustainability, alongside subtle nods to a fish and a dome, which represent the group's aquariums and indoor leisure spaces.
To complement the master brand, a new colour palette and specific pictograms have also been introduced to represent each individual activity vertical, ensuring that local park identities remain strong while connecting to the wider group.
A Vision Focused on Shared Emotions
Laurent Bruloy, Chief Executive Officer of Looping Experiences, expressed his vision for the future of the company under its new identity:
"Behind every visit to one of our parks, there is much more than an attraction or an activity. There is an emotion, a discovery, and a moment shared between family or friends. With Looping Experiences, we are asserting the true essence of our group since its creation: designing and delivering experiences that create memories and connections. This new identity tells our story, our ambition, and our vision for the future."
The group's long-term European growth strategy continues to be backed by private equity firm PAI Partners, which has been the reference shareholder since June 2023.
