A new stage for Mise en Play
360° immersive culinary worlds at the intersection of tourism, hospitality, and entertainment
Thread Design has launched a new website for Mise en Play, the creators of immersive culinary experiences for tourism, hospitality and entertainment. Built in Framer.
Mise en Play, founded by Leon Lightman and Lara Norman, builds dining experiences that work more like theatre than restaurants. Guests don’t just eat; they cook, learn rituals, play and perform. Their concepts run as boutique spectacles, onboard activations for cruise lines, and headline destination attractions.
The portfolio spans continents. The Argentine Experience in Buenos Aires has hosted international guests since 2011 and holds a 5.0 rating across more than 3,400 reviews. Celebration of Saudi was created in Riyadh for the Saudi Ministry of Culture. Others include Travellers Table in Playa del Carmen, The Thai Experience in Koh Samui, Day of the Dead in Oaxaca, and Euphoria, a sensory dining format built around the unexpected.
The brief
The old site undersold the work. The new one needed to feel like stepping into one of their dinners: dark, theatrical and lavish, with velvet curtains, candlelight and a table that’s clearly having a better night than you are. It also had to work hard commercially, giving hotel groups, cruise lines and tourism boards a clear view of each format and where it has already run.
Why Framer
We designed and built the site directly in Framer, without the usual handoff from design file to developer. What you see in the design is what goes live. Framer’s AI tools took care of the groundwork, such as first-pass layouts and complex scrolling behaviors, leaving more time for the parts that matter: art direction, pacing and the details that make a site feel like the brand. The result went from first concept to launch in a week.
The site is live at miseenplaylab.com. A full case study will follow.
