CAMP retail experience
gabby’s Dollhouse

Project Type:
Children’s Retail Experience & Immersive Play Environment
Role:
Creative Lead & Art Director
Scope:
Concept Development through Installation
Project Description:
Supported creative development for a children’s retail experiences that translated the beloved preschool IP into immersive, story-driven play environments built for movement, discovery, family interaction, and memorable character moments.

My Responsibilities:

  • Client & IP Alignment

  • Design Team Management

  • Creative Development

  • Guest Journey Planning

  • Activity Programming

  • Art Direction

  • Graphic Direction & Production

  • Sketching & Conceptual Visualization

  • 3D Modeling & Technical Drawings

  • Project Package Coordination & Delivery

STORY & BRAND ALIGNMENT

ACTIVITY PLAN & 3D model

The guest journey was organized as a sequence of play zones, each supporting a distinct play pattern and story moment.

3D Concept Model

experience moments

Gabby’s bedroom
Story introduction & transformation

Guests receive the Dollhouse Delivery, learn the party mission, and “get tiny” before entering Gabby’s world.

Kitchen
Imaginative & Creative Play

Guests help Cakey gather ingredients, solve the missing glitter sugar problem, and design their own party treats.

Fairytale Garden
Exploratory & Active Play

A self-directed play zone with a maze, trike trail, treehouse climber, and festival games.

BATHROOM
STEM-BASED & SENSORY PLAY

Guests use color, memory, and spa science to help MerCat restore CatRat’s stripes and create rainbow bubble balloons.

SURPRISE ROOM
rEWARD & active discovery

A hidden portal reveals Merlantis, where guests slide, search for treasures, toss rings, and interact with digital play.

PARTY ROOM
CELEBRATION & CHARACTER MEET-AND-GREET

The journey ends with a dance party, “Gabby Cat of the Day” reveal, sing-along, photo moment, and confetti finale.

Sample final show set design drawings

Sample final graphic design drawings

SITE PHOTOS

Key Contributions

  • Led creative development and art direction from concept through installation.

  • Translated Gabby’s Dollhouse themes into a sequential, hands-on retail play experience.

  • Developed guest journey, activity programming, room concepts, and play moments across multiple themed spaces.

  • Coordinated design documentation and graphic production to support final execution.

  • Balanced brand storytelling, operational flow, age-appropriate play, and parent/child engagement.

Back to selected work
 
 

All images courtesy of RWS Global & CAMP.