Even the most fearless daredevil would have to think twice before stepping into the Alton Towers Nemesis Sub Terra lift. Shoppers were faced with a surprise at a London shopping centre when they went to step into the lift – they saw it was just a gaping hole in the floor!


Luckily, it was just a 3D illusion created by Imaginators to promote Alton Towers’ new ride Nemesis Sub Terra. Three dimensional images were printed to a special hard wearing floor vinyl to give the effect of the lift having no floor. Imaginators provided full print production with an overnight installation throughout the shopping centre.


Nemesis Sub Terra takes coaster fans on a ‘psychologically and physically thrilling’ underground journey and is said to be the most terrifying of the attractions at Alton Towers to date. Imaginators helped create the illusion in the lead up to launch.