CONFIDENTIAL CONFIDENTIAL © The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
COLLABORATION OVERVIEW The Natural History Museum has teamed up with Park Plaza London Riverbank to launch the Natural History Museum Dinosaur Family Suite, a first-of-its-kind family room inspired by the Museum’s world-renowned fossil collections and the Cretaceous age of dinosaurs. The Suite brings together playful imagination, discovery-led storytelling and authentic natural history detail. Dinosaurs have captured children’s imaginations for generations, remaining a timeless source of wonder, curiosity and creative play. By combining that enduring fascination with the expertise of the Natural History Museum, the Suite transforms a familiar childhood favourite into an experience that feels both magical and meaningful. The Museum’s own experts were involved throughout the process, shaping everything from the room’s design and layout to the smaller details woven through the stay. From the fossils and specimens displayed throughout the space to the species, vegetation and prehistoric landscapes depicted in the murals, each element has been carefully developed to feel scientifically informed and rooted in palaeontology.
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
THE CONCEPT Inspired by dinosaurs, discovery and the mystery of Sir Richard Owen’s lost study, the suite combines storytelling, playful in-room details and premium family comfort for a London visit that families will remember long after check-out. The adventure begins the moment you arrive. At check-in, young explorers receive a welcome goodie bag and a letter from the Park Plaza Discovery Team, revealing a long-sealed study has been uncovered within the hotel, seemingly belonging to Sir Richard Owen, the founder of the Natural History Museum and the man who gave dinosaurs their name. Families must follow clues to find the secret study, step inside the suite and the adventure continues as you search the bookshelves for a secret room. They then continue the adventure across the hotel searching for seven hidden dinosaur models to complete Owen’s Dinosaur Discovery Trail.
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
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THE INSPIRATION The Main Room
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Victoriana inspired décor - Cabinet of Curiosity
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A museum frozen in time
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Maps, specimen jars, journals and maps
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Inspired by the Museum’s architecture
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
THE MAIN ROOM Sir Richard Owen’s Lost Study
01 Mural inspired by Natural History Museum architecture
02 Natural History inspired framed artworks
03 Dark timber bed frame inspired by the Museum’s arched windows
04 Custom-made cabinetry inspired by the Victorian period
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Faux book covers and hidden door leading to kid’s room
TV Unit
07 Desk area
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08 Specimen Display drawers
Mini Fridge
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
THE MAIN ROOM Sir Richard Owen’s Lost Study
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© The Trustees of the Natural History Museum, London
THE FINER DETAILS
Natural History books
Natural History themed framed prints
Natural History/Victorian themed decor
Natural History inspired specimen drawers
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Natural History themed games
© The Trustees of the Natural History Museum, London
THE SECRET BOOKCASE
Faux book covers reveal a hidden door…
…leading to the children’s bedroom CONFIDENTIAL © The Trustees of the Natural History Museum, London CONFIDENTIAL © The Trustees of the Natural History Museum, London
THE INSPIRATION The Children’s Room
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A lush jungle environment from the Late Cretaceous period
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Dinosaurs roaming the land
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Ferns, Cycads and other prehistoric plant life
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Warm, tactile and immersive
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
THE CHILDREN’S ROOM The Cretaceous Period
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TV Unit
Custom-made T-rex skeleton Bunk Bed - side view
03 Wall mural inspired by a Cretaceous Period landscape
04 Palaeontological Bedside tables
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Door leading to main room
Custom-made T-rex skeleton Bunk Bed - front view
07 2 x single Beds
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Bamboo and Timber Ladder
Bamboo headboard with dinosaur fabric print CONFIDENTIAL CONFIDENTIAL
© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
THE CHILDREN’S ROOM The Cretaceous Period
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
THE T-REX SKELETON
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
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THE FINER DETAILS
Tonies Box and NHM Clever Tonies Collection Dinosaur themed walls and door
Dinosaur themed books
Dinosaur Plush Toys
Bamboo themed bunk bed ladder
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Custom-made Dinosaur themed carpet
© The Trustees of the Natural History Museum, London
THE WELCOME LETTER The experience starts the moment guests arrive. At check-in, young explorers are presented with a letter from the Park Plaza Discovery Team revealing that a long-sealed study has been uncovered within the hotel. Families must follow the clues to find the secret study, then step inside the suite to uncover specimen drawers, natural history books, games and a hidden door, concealed as a bookcase that leads to the children’s bunk bed room inspired by the Cretaceous Period.
Clues hidden with the letter
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
THE DINOSAUR DISCOVERY TRAIL The adventure continues across the hotel as guests are invited to complete Sir Richard Owen’s Dinosaur Discovery Trail, a hunt that will test the prowess and intelligence of young explorers as they search far and wide across the hotel in pursuit of seven hidden dinosaur models. Explorers must record their discoveries and return to reception to claim their Certificate of Palaeontology.
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
MARKETING CAMPAIGN
“ OMG my boys would LOVE this Looks and sounds incredible!
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🤩 they love dinosaurs! 🦖
“ This looks amazing! My dino “
girl would love this! 😍
Teaser Video
“ Wow my 3 kids
would love this!
Social Posts CONFIDENTIAL
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Such a good deal!
Paid Social Ads
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PRESS Nationals: • The Mirror (UU: 47,100,00) • The Express (UU: 36,600,00) • Daily Star (UU: 10,300,00) • The Sun (UU: 62,000,00) • AOL (UU: 5,500,00) • MSN (UU: 452,000,00) • The Irish Sun (UU: 2,130,00) • The Scottish Sun (UU: 2,001,00) Trade: • The Hotel Magazine • Hospitality and Catering News • Licensing Biz • Breaking Travel News • License Global • Licensing Source Regional: • London Post
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© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
*UU = Unique Users or total number of distinct individuals who visited a digital media outlet's website over a given period
COLLABORATION HIGHLIGHTS • Half Term and Christmas sold out within 36 hours • Within 1 week, most weekends for the rest of 2026 sold out • Strong interest and conversations in play for additional themed rooms based on its popularity • Press reach of 245,075,501 not including social media or influencers. (Further coverage expected from The Telegraph, The Sun, Secret London, Timeout and Press Association so figures expect to rise)
CONFIDENTIAL CONFIDENTIAL
© The Trustees of the Natural History Museum, London
© The Trustees of the Natural History Museum, London
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