Memory-making magic: How UK design alum creates unforgettable experiences

LEXINGTON, Ky. (Sept. 25, 2025) — Families visit aquariums to marvel at glowing jellyfish, flock to theme parks for thrills and gather at festivals to celebrate traditions. For University of Kentucky School of Interiors alum Mallory Hall, these aren’t just attractions — they are carefully designed experiences meant to spark wonder and joy.

This perspective has been the driving force for Hall’s career in experiential design, a multidisciplinary field that combines space, storytelling and sensory detail to create memorable and engaging visitor experiences. Hall currently puts this philosophy in action as a creative director for Herschend, the largest family-held, themed-attractions company in the U.S.

“There’s a lot of work that goes into creating an authentic guest experience,” Hall said. “When you talk about design, there are so many different elements that tie into it. Lighting, spatial layout and other design choices all influence how people feel in an environment. It all comes together to shape the experience.”

Long before her current role, Hall discovered her passion for experiential design while earning her bachelor’s and master’s degrees — 2009 and 2013, respectively — in interiors and exploring the psychology of space and nostalgia in her graduate thesis. After graduation, she spent a decade at the now-defunct Bruce D. Robinson Design Group (BDR) in Cincinnati, rising to partner and designing a diverse range of projects for more than 30 Graeter’s Ice Cream shops, Margaritaville resorts in the Caribbean, the Lost Island Theme Park in Iowa, Cedar Point, Ripley’s Believe It or Not! museum, bowling alleys, international vineyards and other immersive attractions.

“With BDR, I was exposed to a breadth of experiences I hadn’t encountered before, and I couldn’t have asked for a better introduction to the field,” Hall said. “I often tell students to give small firms a chance, because you get so many hands-on opportunities. From the very beginning, I was able to dive into some really significant projects, which was invaluable for my growth.”

Since joining Herschend in 2023, Hall has worked on projects such as organizing the inaugural Christmas festival at Kentucky Kingdom and overseeing the construction of one of Herschend’s largest underwater sculptures, a 10-foot high octopus sculpture made entirely of pumpkins for Newport Aquarium’s “Underwater Pumpkin Glow” festival.

“Joining Herschend has been so rewarding because I get to be more hands-on than I was as a partner,” Hall said. “I missed the creative process, you know, the part where you’re there from the very beginning, having the conversations, figuring out the goals and building the story together. I get to work directly with the properties and vendors, exploring the newest  technologies and most immersive ways to pull it all together.”

One of Hall’s most recent projects is Newport Aquarium’s “Jellies: Go With The Flow” exhibit, which marked the first expansion of the aquarium’s footprint in 17 years. The new space had previously been used for back-of-house functions, presenting challenges such as low ceilings and overhead HVAC “spaghetti” that threatened the immersive experience. Drawing on her interior design expertise in spatial planning, lighting and visual storytelling, Hall and her team transformed the space by installing a grid system 8-9 feet above the floor, running LED chasing tubes to mimic ocean currents, and hanging fiber optic jelly lights. Visitors are immediately immersed in a dynamic jellyfish bloom, with shimmering lights, moving waves and subtly shifting floors, turning a challenging space into a memorable centerpiece of the aquarium.

As a Kentucky native, Hall emphasized that she hopes this exhibit and her work with Herschend’s other nearby properties will continue to boost Kentucky tourism. 

“Herschend’s motto is all about creating memories worth repeating, and that’s really at the heart of what we do,” Hall said. “We don’t want to be a one-hit wonder. Our goal is to give families experiences they want to come back to generation after generation. That multi-generational approach, from kids to grandparents, makes our parks accessible and authentic, and it’s something I think really elevates tourism in Kentucky.”

For students interested in entertainment and experiential design, Hall recommends getting involved with industry organizations like the International Association of Amusement Parks and Attractions (IAAPA) and the Themed Entertainment Association (TEA). Volunteering at IAAPA’s annual convention or joining a student or local chapter of TEA can provide hands-on experience, exposure to the latest technologies and opportunities to meet designers and professionals.

Hall also noted that it is not only interiors or even design students who can find jobs in the experiential design field.

“You can come from different backgrounds and end in the same spot,” Hall said. “At Herschend, our three creative directors come from different educational backgrounds — interiors, graphic design and industrial design — but we work closely together on every project. We ask each other questions, share ideas and even help on projects we’re not directly assigned to. Being able to pitch in and combine our skills makes the final product much stronger and more immersive for our guests.”

Students, faculty and staff interested in learning more about experiential design and the creative opportunities available in entertainment spaces are invited to attend Hall’s lecture, “Designing Dream Destinations: Crafting Experiences in the Entertainment Industry” 11 a.m.-noon Monday, Oct. 6, in the Biagi Forum of the Gray Design Building. This lecture is free and open to the public.