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The Challenge:
How do you engineer a ‘Living Attraction’ that feels native to a world-class gaming venue?
Working with The Business Creative, the objective was to develop a ground-up immersive scare attraction for Hub Zero Dubai – a state-of-the-art gaming centre. The challenge was to move away from traditional linear mazes and create an interactive narrative where guest choices directly dictated their path. I identified a commercial need for ‘Re-rideability’, ensuring the attraction provided a unique selling point that encouraged repeat visits.
The Concept:
Game Over. My creative response focused on narrative world building - utilising my ‘experience first’ ethos to architect a digital world that has physically unraveled. I developed a ‘system failure’ narrative that ‘loads’ guests into a futuristic gaming simulation that crashes in real-time, using a ‘glitch’ visual identity to fuse digital and physical reality. To support the goal of repeat play-throughs, I designed an initial maze architecture that managed guest throughput while ensuring every journey offered new narrative encounters. This transformed the guest into a frantic race against the clock.
The Storyline:
A revolutionary gaming facility known as: 'F.E.A.R' are offering willing participants the opportunity to 'test' a new prototype video game experience.
Participants will be 'loaded' as players into a game known as FEAR_FULL_013.
During the experiment, the prototype game begins to glitch. A system virus within the games code causes it to deteriorate into total mayhem as it begins to delete itself.
Players loaded within the game are faced with various states of visual confusion, fusing virtual and actual reality.
They must now find a way to 'EXIT THE GAME' before permanent deletion and wiped from actual existence.
'Face up to F.E.A.R or it's Game Over...'
The Experience:
The result was a unique concept and storyline for an attraction where choice-based decisions replaced passive ‘conga lines’. By synchronising the maze layout with an evolving digital narrative, I created a high-energy environment where the guest's own decisions influenced the outcome. This project serves as a masterclass in ‘Phygital Storytelling’, proving that a strong narrative vision can bridge the gap between high-tech gaming and physical immersive theatre.
* Note: Shelved at concept stage due to budget constraints.
Collaboration with The Business Creative for Hub Zero.
< Back
How do you engineer a ‘Living Attraction’ that feels native to a world-class gaming venue?
Working with The Business Creative, the objective was to develop a ground-up immersive scare attraction for Hub Zero Dubai – a state-of-the-art gaming centre. The challenge was to move away from traditional linear mazes and create an interactive narrative where guest choices directly dictated their path. I identified a commercial need for ‘Re-rideability’, ensuring the attraction provided a unique selling point that encouraged repeat visits.
The Concept:
Game Over. My creative response focused on narrative world building - utilising my ‘experience first’ ethos to architect a digital world that has physically unraveled. I developed a ‘system failure’ narrative that ‘loads’ guests into a futuristic gaming simulation that crashes in real-time, using a ‘glitch’ visual identity to fuse digital and physical reality. To support the goal of repeat play-throughs, I designed an initial maze architecture that managed guest throughput while ensuring every journey offered new narrative encounters. This transformed the guest into a frantic race against the clock.
The Storyline:
A revolutionary gaming facility known as: 'F.E.A.R' are offering willing participants the opportunity to 'test' a new prototype video game experience.
Participants will be 'loaded' as players into a game known as FEAR_FULL_013.
During the experiment, the prototype game begins to glitch. A system virus within the games code causes it to deteriorate into total mayhem as it begins to delete itself.
Players loaded within the game are faced with various states of visual confusion, fusing virtual and actual reality.
They must now find a way to 'EXIT THE GAME' before permanent deletion and wiped from actual existence.
'Face up to F.E.A.R or it's Game Over...'
The Experience:
The result was a unique concept and storyline for an attraction where choice-based decisions replaced passive ‘conga lines’. By synchronising the maze layout with an evolving digital narrative, I created a high-energy environment where the guest's own decisions influenced the outcome. This project serves as a masterclass in ‘Phygital Storytelling’, proving that a strong narrative vision can bridge the gap between high-tech gaming and physical immersive theatre.
* Note: Shelved at concept stage due to budget constraints.
Collaboration with The Business Creative for Hub Zero.
< Back