Pico Play, a global leader in planning, designing, developing and constructing world-class themed attractions and entertainment, has shared insights from the artist and designer driving the firm’s creative vision, Greg Holt.
Fuelling imagination and bringing big ideas to life across the globe takes a talented team of design experts, led by Holt, Pico Play’s creative design director.
The award-winning artist and industry leader has over two decades of experience leading the design and development of global attractions, from master planning and concept design through to the meticulous finishing touches that make an experience truly memorable.
His touch is evident on some of Pico Play’s most ambitious projects, from large-scale water parks throughout Southeast Asia to thrill-seeking attractions on the Gold Coast, Australia’s theme park capital.
Holt is backed by design teams in Australia, Malaysia and the Kingdom of Saudi Arabia (KSA), with plans underway to open a fourth design studio in the Middle East to further serve the growing demand for Pico Play’s creative services in the region.
The right team
Holt says that Pico Play’s design excellence is the product of collective talent and tenacity:
“I’m very fortunate to lead creative individuals at the top of their games. They put themselves on the line and bare their creative souls every day, and that commands both respect and understanding for their work.
“As a global company, Pico Play is driven to uphold the highest standards, so it’s important to project those qualities to people around you. I expect the same high results, commitment, passion and enthusiasm from my team that I expect of myself, so I always strive to lead by example.”
Holt joined Pico Play at its inception in 2016, helping to grow the Gold Coast-based business into a creative powerhouse with offices, fabrication facilities, and design studios now established across Vietnam, Singapore, Malaysia, and KSA.
This shift brings a renewed focus on culturally sensitive design principles. Managing dedicated design teams across countries and continents ensures Pico Play has an entrenched cultural understanding of the markets for which it designs.
“You really need to have people on the ground in the markets we serve – meeting people face-to-face, knowing the culture – and we have great design managers representing Pico Play in-region,” says Holt.
“Our Middle East operations are our newest and there is such a wealth of creative talent in this region – designers, architects and artists – so having the best teams makes my job a lot easier!”
Global projects
The KSA studio is already assisting with the master plan and concept design for an epic water park and theme park in the United Arab Emirates.
Part of a proposed mixed development that also includes a zoo, hotel and retail space, the design must combine cultural and climate considerations with Pico Play’s signature bold imagination and strategy.
In Cambodia, Holt and his team are working with developers to inject all-ages fun and excitement into their hotel and casino project.
From a master plan through to its detailed design, Pico Play is bringing to life a themed water park that flows from a third-floor podium to an indoor themed splash zone on the second floor and a themed dry park in the same development.
Holt says successfully realising a project of this scale comes down to Pico Play’s experience in delivering end-to-end leisure and themed attractions solutions:
“We stand by what we design, and we know that it’s essential to marry big ideas with practicality if a project is to succeed – it’s not in Pico Play’s conscience to design something we don’t think we can produce.
“Delivering exceptional design that is buildable and aligns with a client’s budget and business plan is what sets us apart.”
A passion for art
Holt’s creativity sparked at an early age, winning his first art competition at age nine.
His high school art teacher encouraged him towards a career in commercial art, and he became one of the youngest applicants accepted into the Auckland Institute of Technology’s Bachelor of Graphic Design program, where he majored in illustration and graduated with Distinction.
“When it comes to commercial art, you have both sides of the brain working. You have the right side of the brain thinking about things like the client brief, budgets, demographics and cultural sensitivities, while the left side is working hard trying to produce a vision for a client they will like,” he says
The Gold Coast-based designer recently picked up a paintbrush after a 15-year hiatus to again indulge his passion for visual art.
“I used to think I’d max out my creative bandwidth if I painted while also working in commercial art. But I soon learned that creativity is not like a battery that runs down; it’s more like a muscle. The more you use it, the bigger and stronger it gets.”
His artistic return sparked the interest of Gold Coast gallery, Anthea Polson Art, and in July, he sold his first painting to a Melbourne collector.
Holt also entered two detailed oil paintings in the 2025 Doyles Art Awards and won the People’s Choice Award.
“I’m a person who paints for the people, to stop them in their tracks and send a message, so it’s great to have that reward that shows how people have responded.”
See also: Plan, design, build, deliver: Pico Play does it all