NICKELODEON PLAYTIME | Shenzhen, China
Project Description:
Opened in 2020, Nickelodeon Playtime is an indoor Family Entertainment Center designed to bring popular Nickelodeon brands to life in an exciting and engaging way! This Nick FEC is comprised of four major attraction zones, featuring SpongeBob SpongeBob SquarePants, PAW Patrol, Dora the Explorer, and Teenage Mutant Ninja Turtles, as well as Nickelodeon-branded retail and a sit-down play cafe.
my Responsibilities:
Conceptual Development and Visualization of Multiple Branded Attraction Zones, Lobby, Retail and Party Room Spaces
Art Direction of Conceptual Renders
Attraction Planning
Final Design and Color Drawings
Spongebob Squarepants zone
The undersea town of Bikini Bottom has been a favorite destination for fun since 1999. SpongeBob SquarePants, Nickelodeon’s highest-rated series, mixes marine science with marine silliness through the mischievous doings of SpongeBob, Patrick, Mr. Krabs, and a cavalcade of quirky characters.
A larger-than-life version of SpongeBob’s pineapple home greets guests as they enter this area, serving both as an icon identifying the show and as a seabed selfie station, where families can snap a photo alongside a sculpted SpongeBob. Lighting effects, gobos, and the show’s iconic “flower” shapes floating overhead recreate the familiar underwater scene. As guests enter and explore the themed area, they can dive into a number of activities.
BRAND REFERENCE
CONCEPT DESIGN| Sketchup model
concept design | storyboard
final DESIGN
Plans, Elevations & Detail Design Drawings
Color Elevations
INSTALLATION
FINAL INSTALL | Icon and Photo Op
FINAL INSTALL | Krusty Krab Interior
DORA THE EXPLORER ZONE
Amid a lush rainforest setting that reflects and recreates the painterly look, feel, and palette of the program, Dora and her monkey pal Boots greet guests entering this area. The scene offers both a welcome and a fun photo op, letting families pose alongside the show’s plucky heroine as she swings from the jungle vines.
Adventure and exploration are the heart and soul of this much-loved Nickelodeon series. The activities within the zone capture the show’s curious and playful spirit of travel and discovery. And while kids are exploring all there is to see and do, parents can rest on benches surrounding the area…which do double duty as storage bins for kids’ shoes.
CONCEPT DESIGN | 3D MODEL WITH SKETCH OVERLAYS
Multi-Story Climber Concept Sketch
Character Sculpt and Photo Op Concept Sketch
Concept Sketches & Elevations
final DESIGN
Plans, Elevations & Detail Drawings
Color Elevations
INSTALLATION
FINAL INSTALL | Soft Play Toddler Zone and Multi-Story Climber
RETAIL
The fun need not end when it’s time to go home. Guests can take a bit of the experience with them! The site’s primary retail space features shelves bursting with souvenirs, mementos, and memorabilia linked to all the featured shows. It is a pass-through space, thereby creating a seamless extension to each visit. Reinforcing that approach, the shop is designed to be fully a part of the entertainment experience—an immersive space in which to look and laugh and have fun…as well as to buy.
The engagement begins at the very start. Guests enter (and exit) beneath an abstract curtain of slime, a scenic structure concealing bright green lights that appear to smear people in green ooze as they pass under. All clothing items offered in the shop, from T-shirts and bags to infant onesies and sweatshirts, will be printed on demand (behind the scenes). Guests can use touchscreen kiosks to design their clothing, and then pick it up at a designated counter.
CONCEPT DESIGN | 3d model | main retail
final DESIGN
Plans, Elevations & Detail Drawings
INSTALLATION
FINAL INSTALL | Main Retail
CONCEPT DESIGN | 3d model | LOBBY retail
final DESIGN
Plans, Elevations & Detail Drawings
INSTALLATION
FINAL INSTALL | Lobby Retail
conceptual renders | art direction
Worked with outside resources to lead creative and art direction on conceptual renders.
All images courtesy of Jack Rouse Associates.