Richard Hill is a key figure at Deluxe Group, the international contractor spanning theme park attractions, luxury hotels, and cruise lines.
His roots are in Ballymena where the inspiration that fuelled his passion for creating the extraordinary was born.
“I remember seeing the Undertones play in the Flamingo Ballroom in Ballymena in 1980 and then appear on Top of the pops. It was a glimpse of a route to another world,” he begins.
“Unfortunately, my lack of musical talent meant I would need to find another route to get there. My mother Milly was an artist and I considered attending art college but picked a degree in business studies at Ulster University.
“I was fortunate that my father, Bonar Hill who himself was a visionary for adult education and based at the University, recognised that under Professor Aiden O’Reilly, the UU business faculty was leading the way in degree courses focusing on entrepreneurship and international business.”
Richard found himself at the forefront of a rare pilot program in 1988 thanks to that professor. It matched graduates with local businesses aspiring to sell overseas.
“Unbelievably at the age of 23, I found myself based in Miami working for Mivan from Antrim who, having just fitted out the Larne Stranraer Ferry, had the foresight to realise that the emerging cruise industry could be a great opportunity.”
He continued his journey with Mivan, contributing to the construction of Disneyland Paris. It was there a realisation was sparked.
“I discovered that combined movie storytelling, architecture, technology, entertainment, and travel were what I wanted to do. The stars then aligned when I joined The Deluxe Group, who had also worked on the Disney Paris project, delivering themed finishes throughout the park.”
Established in 1969, Deluxe Group has become a premier contractor, specialising in some of the world’s most spectacular experiences, although it remains relatively unknown locally due to the confidentiality surrounding their work during construction.
Locally, the Game of Thrones Studio Tour in Banbridge offers a glimpse into its expertise.
Richard adds, “It has been truly gratifying to escort clients to witness first hand the calibre of our work right in our own backyard.”
Today, Deluxe Group is led by Colm O’Farrell Junior, who succeeded his father and founder, Colm O’Farrell Senior. While theme parks are a key specialism, the irregular pipeline of projects led the company to diversify into designing and fitting out bars, restaurants, and nightclubs, gaining a foothold in the competitive London market.
“Building up our bespoke joinery manufacturing services, a fit-out of a restaurant in Belfast for House of Fraser led to an opportunity at their flagship store in Oxford Street,” Richard explains.
Now, London stands as one of Deluxe Group’s major markets, with projects like the 5-star Hotel Great Scotland Yard and The Old War Office, Winston Churchill’s former office, in their portfolio.
In 2014, Deluxe Group made its mark in Disneyland Paris again, helping create The Ratatouille attraction and Chez Remy Restaurant. This success was followed by a two-year project building five movie-themed attractions in Dubai including Hotel Transylvania and Ghostbusters, solidifying the company’s presence in the global market.
“The continuity of work in this sector has allowed us to build up our specialist team in both design and fabrication in Northern Ireland. From an initial project in Japan building sets for Mario Kart attraction at Universal Studios, we now consider Universal one of our most important clients having gone to create sets for Jurassic World and their most recent new attraction Minions Villain Con in Orlando,” Richard explains.
Such has been the demand for the company’s experience services this year it set a base up in Orlando where it is installing its largest-ever project in the US.
Other notable work by the company includes the Johnnie Walker Princess Street attraction, Edinburgh, which recently won a Themed Entertainment Award (TEA).
Richard credits the demand for the company’s services to its 150-strong team’s “can-do attitude, a culture of craftsmanship and creativity, and an inquisitive approach driving innovation”.
“The common thread across projects is storytelling-led interiors,” he says.
Deluxe Group fosters innovation through digital technology exploration and collaboration with universities, Invest NI, and the Department of Business and Trade. Richard sees Northern Ireland’s unique ecosystem of universities and business support agencies as a competitive advantage.
Deluxe Group’s newest venture, Pub Og, a miniature Irish pub experience, is making waves globally, especially in America. Crafted from fallen Irish trees, this octagonal wooden structure is enhanced by peat-scented diffusers. The marketing campaign for Pub Og is currently underway.
Looking forward, Richard is excited about the company’s boundless potential. He says: “We expect continued growth in the global experience economy, driving demand for immersive guest experiences.
“People increasingly prioritise spending on memorable experiences over material possessions, favouring premium experiences. The Deluxe Group aims to lead in markets like the USA and emerging ones like Saudi Arabia, with ambitious mega projects in the pipeline.
“The upcoming reveal of our 2025 project is anticipated to be a source of immense pride, propelling us to new heights and ensuring fulfilling careers at The Deluxe Group.”
