Former Disney Imagineer Joe Rohde attended a presentation from Universal creatives and walked away impressed. He compared its creative philosophy to that of Disney’s Animal Kingdom, the park he helped design.
Rohde has publicly stated that he has not yet visited Epic Universe. During a “legends dinner” hosted by entertainment designer Bob Rogers, he sat in on a presentation by members of the Epic Universe creative team, then transcribed his notes and shared reflections. He took to Instagram to share his thoughts.
Universal Experiences CEO Mark Woodbury and Mario/Donkey Kong Creator Shigeru Miyamoto in Super Nintendo World at Epic Universe – Photo Credit: NBC Universal
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His observations highlight a set of principles he regards as valuable — ones he associated with the design of Animal Kingdom — and which he identifies as being echoed in Epic Universe.
Design Philosophy: “A Park is First a Park”
One of Rohde’s central takeaways was the recurring theme in the Epic Universe presentation: “a Park is first a park.” He contrasted this with a “frantic highway of people rushing to and fro to try to ping off hyped up attractions.” The idea of putting the “park” back into “theme park” was a major idea throughout the evening.
“The principle that a world, imaginary or not, has levels… and this is what makes it seem real, argues against a fixation on monumental installations at the expense of detail and ambience,” he said.
The Entrance to Epic Universe at Universal Orlando – Photo Credit: NBC Universal
According to Joe Rohde, Epic Universe aims not only to deliver headline attractions but also to emphasize “a whole mixture of small intimate interactions, the value of which cannot be measured using typical metrics.” Rohde suggested this echoes what he and his team attempted with Animal Kingdom: to design a space where guests can explore and immerse themselves in a new story, rather than simply rushing from ride to ride.
(Wow, remember when Disney used to think like that?)
Design Structure: Lands as “Cul-de-sacs”
During the presentation, Epic Universe’s creators reportedly explained that each themed land is shaped metaphorically as a “cul-de-sac,” rather than as a thoroughfare between attractions.
Super Mario World with Bowser’s Castle at Universal’s Epic Universe theme park – Photo Credit: Marvin Montanaro
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Rohde’s notes emphasize the value of this layout, arguing that it makes each land feel like a self-contained environment. He contrasted this with a reliance on massive “mega draws,” suggesting instead that atmosphere, detail, and ambience should take precedence.
This philosophy aims to give the visitor a sense of immersion — where each “world” within the park feels like a coherent, believable environment rather than a collection of attractions and marketing.
Artistic and Creative Approach: Teams, Value, and Detail
Rohde also highlighted the importance of design autonomy and creative integrity. In his notes, he pointed out that “value engineering” — the process by which budget or time constraints influence design — should be guided by the design team rather than by outside pressures.
He observed that many of Epic Universe’s staff are multitalented and that the creative teams reject rigid hierarchical silos in favor of more flexible, integrated collaboration.
The Wizarding World of Harry Potter at Epic Universe – Photo Credit: Marvin Montanaro
“Customize the treatment of each person … there is no such thing as a generic person, nor a generic method of design,” Rohde said.
Rohde’s comments remain grounded in the idea that a park should reward the curious — those willing to explore beyond rides to soak in details, design subtleties, and thoughtful storytelling. The Universal creatives asserted what Rohde long advocated in his career: a belief in theme parks as a serious art form, combining architecture, landscaping, storytelling, music, and more into a unified experience.
Context: Epic Universe in the Current Theme-Park Landscape
Epic Universe opened on May 22, 2025. As part of a broader expansion at Universal Orlando Resort, the new park features five lands.
The creative team behind Epic Universe appears conscious of maintaining design integrity, balancing popular intellectual properties (films, games, etc.) with atmospheric detail. According to Rohde, their methods echo the deliberate, art-driven ambitions of Imagineering’s earlier work — while adapted to a different era of theme-park expectations.
The archway at The Wizarding World of Harry Potter at Epic Universe – Photo Credit: Marvin Montanaro
This suggests Epic Universe aims not simply for blockbuster attractions, but for layered worlds that encourage an entire experience that cannot be quantified on paper. The little things that make you forget, if only for a moment, that you are not in your favorite story or a new one altogether.
High Praise
Rohde ended his post with some high praise for the Universal team.
“The audience was full of young people ready to listen,” he said. “Someday they will be ready to act. And yesterday they got plenty of good advice.” From a man who created something previously unseen, that is quite the compliment.
Joe Rohde – YouTube, Parkeology
The fact that Joe Rohde — widely regarded as one of the defining theme-park designers of a generation — has publicly observed parallels between the Epic Universe design philosophy and the design foundation of Animal Kingdom illustrates how seriously some creators view the new Universal park. His notes suggest that Epic Universe aims to balance spectacle with subtlety, blockbuster attractions with small, intimate moments, immersive environments with solid design foundations.
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