Brand experiences Archives

Brand experiences

Brand experiences are attractions which are themed to an established brand, creating an immersive experience for its fans. Such experiences might be themed to an organisational brand, to an individual IP, or a collection of IPs.

These experiences are becoming increasingly common, as brands explore the potential of using location-based experiences to build audience engagement, and venues recognise the marketing potential of such endeavours.

Projects range from compact urban spaces to sprawling theme parks, and examples include:

The Studio Ghibli theme park features five lands with themes from the animation house, with Ghibli’s Grand Warehouse; Dondoko Forest, which draws from the movie My Neighbor Totoro; Hill of Youth, based on Howl’s Moving Castle; Mononoke Village, a zone in Princess Mononoke-style; and Valley of Witches, which combines influences from both Kiki’s Delivery Service and Howl’s Moving Castle. The park eschews rides and instead focuses on immersing visitors in nature and the magical Studio Ghibli universe.

Hasbro’s MONOPOLY Lifesized is an immersive rendition of the classic family game and combines escape rooms, board games and team challenges to offer a fun team-based experience.

In London, the attraction was located on Tottenham Court Road and won the Best Location-Based Entertainment Award at The Licencing International Excellence Awards in 2022, setting the scene for the game to take the world by storm.

Its first international location was in Riyadh, Saudi Arabia, where it opened during the annual Riyadh Season art and culture festival.

The gaming company Rovio Entertainment Corporation partnered with SCG America to create iSwii by Angry Birds Retail Cafe, the brand’s first themed dining destination.

With over five billion downloads, 25+ million social media followers, and 96% brand awareness, Angry Birds is an international fan favourite. The café builds on this popularity and to offer an engaging, interactive experience, complete with a tempting and playful menu, gaming, shopping and photo opportunities – all with an exceptional level of theming and detail.