Hampton Court Palace

A royal winter skating experience

The Brand

Set against the breathtaking backdrop of Hampton Court Palace, Hampton Court Palace Ice Rink offers one of London’s most iconic seasonal skating experiences. Combining centuries of royal history, the attraction invites visitors to skate beneath the palace’s stunning architecture. Surrounded by twinkling lights, festive scenery, and beautifully landscaped gardens. Returning each winter, the experience has become a much-loved festive tradition, creating memorable moments for families, couples, and groups alike.

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Approach

Our objective was to refresh the Hampton Court Palace Ice Rink website with a modern, immersive digital experience that reflected the quality and atmosphere of the attraction itself. While the previous website provided visitors with the essential information, there was an opportunity to better capture the excitement of the event, simplify the customer journey, and inspire more ticket bookings.

 

The redesign focused on showcasing the experience through engaging visuals, refined interactions, and intuitive navigation. We restructured key content to make it easier for visitors to discover what’s on, understand ticket options, and confidently plan their visit before booking. Every element of the site was designed to balance the heritage of the location with a contemporary digital experience that feels premium, welcoming, and festive.

ACTIONS

We delivered a complete website redesign and development project. Creating a visually engaging platform that brings the Hampton Court Palace Ice Rink experience to life online.

The user experience was reimagined to guide visitors naturally from inspiration to booking. With prominent calls-to-action positioned throughout the site to encourage ticket purchases. We introduced elegant animations and subtle interactive elements that add movement and atmosphere. Dedicated sections were designed to highlight seasonal experiences, event information, and what’s on throughout the skating season. Ensuring visitors can quickly discover everything the attraction has to offer.

Planning a visit was made significantly easier through a clearer information architecture, allowing guests to effortlessly find practical details including opening dates, ticket information, accessibility guidance, and visitor FAQs. Built as a fully responsive, the platform delivers a seamless experience across desktop, tablet, and mobile devices. While also providing a flexible foundation for future seasonal updates and content.

RESULTS

The result is a refreshed digital experience that reflects the elegance, excitement, and heritage of Hampton Court Palace Ice Rink. Through enhanced visual storytelling, engaging animations, and clearer customer journeys, the new website creates a stronger connection with prospective visitors while making it easier to explore the experience and complete a booking.

With improved navigation, more visible calls-to-action, and dedicated content that helps visitors plan their day with confidence, the platform better supports both user engagement and conversion. The redesigned website provides a premium online experience that matches the quality of one of London’s most iconic winter attractions while offering a scalable foundation for future seasons.

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