Looping Group Rebrands as Looping Experiences

(eap) The French operating group Looping Group has completed a comprehensive rebranding and now operates under the name Looping Experiences. With its new corporate identity (CI), the company aims to reflect its development into a diversified European leisure operator and mark the start of its next phase of growth in the European market.

Looping Group was founded in 2011 with the acquisition of seven parks. Today, it operates 21 parks in eight European countries. The group’s portfolio includes amusement and water parks, animal parks, aquarium, edutainment facilities and immersive accommodation offerings. The group welcomes more than seven million visitors annually. Over the past 15 years, the company says it has completed more than 14 acquisitions while consistently preserving the regional brand identities of the individual parks. Since 2023, private equity firm PAI Partners has been the group’s reference shareholder and has supported its long-term European growth strategy.

With its new name, Looping Experiences aims to increase the visibility of its corporate brand in Europe, strengthen its employer brand and foster a shared culture within the group. The individual parks are planned to continue operating under their established local brands. In addition to the new name, the new CI includes a new logo and a new brand architecture. This is reflected particularly in the new website, where each of the different business areas has been given its own colour scheme.

The operating group places four corporate values at the centre of its identity: “fun and entertainment”, “people and shared experiences across generations”, “entrepreneurship and authenticity” and “responsibility through environmental and social commitments”.

Laurent Bruloy, CEO, Looping Experiences, explains: “Behind every visit to one of our parks lies much more than an attraction or an activity: there is an experience – a moment of emotion, discovery and connection shared with family and friends. With Looping Experiences, we are reaffirming what has always been at the heart of our group, while reflecting the scale and ambition of the business we have built across Europe. It is a shared identity for our teams, our expertise and our vision for the future, while preserving the unique character of every park.” ■