Beaulieu Creative, a company that creates fully customisable floor and wall solutions for the attractions industry, has brought the 'Floor is Lava' to the Sportinnovatiehub in Bruges in a living example of Active Design.
Active Design encourages people to move naturally through the spaces they inhabit. In this project at the entrance to the Sportinnovatiehub's Sport Vlaanderen campus, the floor itself invites people to jump, balance, and climb.
Ildiko Czvek, founder, Beaulieu Creative, says: "We wanted to make movement irresistible.
"If you look closely, you’ll spot hidden elements like car keys, coins, and tiny animals in the design — details that make people stop, look closer, and smile.
"What’s most rewarding is hearing that kids insist on entering the building through our floor. That’s when you know design is doing what it should: making people move, together."
Changing behaviour
Developed by Beaulieu Creative, a corporate venture within the Beaulieu International Group, The Floor is Lava is inspired by the beloved children's game.
Made of durable, high-quality vinyl, the floor can withstand heavy use without damage or losing its visual appeal as visitors jump, run, and even fall.
Sarah Van Laeken, project manager Sport Innovation at Sport Vlaanderen, says: "The floor is designed with playful prints — bridges and rocks that form a challenging route.
"Climbing grips and ropes on the walls add even more movement. The smart mix of visual appeal and interactivity makes movement a natural part of the space. From the moment visitors step inside, the Sport Street contributes to an active lifestyle."
Moving beyond aesthetics, the floor is a subtle intervention that changes behaviour. Guests quickly forget they’re entering a building; instead, they’re playing, smiling, and moving.
Nikolaas VanDoninck, policy manager of the Sport Innovation Campus, says: "The project perfectly fits our mission to shape the future of sport.
"The Sport Street is freely accessible to anyone visiting the Sport Vlaanderen center — a fun and inspiring space, especially for children joining Multimove sessions."
The Floor is Lava shows how Active Design can turn architecture into an experience, transforming unused square metres into spaces for movement, curiosity, and connection.
By incorporating play into daily life, it demonstrates that spatial design can effectively enhance well-being.
Earlier this year, Beaulieu Creative collaborated with Leicon, one of Belgium’s leading indoor play equipment manufacturers, on an Inca-themed playground.
This project showcases how Beaulieu Creative integrates layered storytelling into physical spaces, designed for both kids and parents.
