Scruffy Dog to design Colormotion FEC in Riyadh

Saudi Arabia is set for a new family entertainment centre (FEC) concept called Colormotion. The new attraction in Riyadh has been designed for High Point Hospitality by London-based Scruffy Dog Creative.

The bright and open 2,500 sqm space is spread over two storeys. It will offer a variety of activities for children. Each will have its own colour, represented by a pastel icon. By following coloured paths along the floors and walls of the FEC, guests can head towards their chosen play space.

Some of the promised activities are dance, gymnastics, music, boxing and karate. Furthermore, the facility will feature a bespoke multi-activity structure with slides, an aerial obstacle tower and climbing area, together with trampolines and a toddler play area.

Colormotion FEC Riyadh interior

A dynamic and engaging experience

“Colormotion has been conceived with many factors in mind,” says Scruffy Dog Creative Director, Diego Cid. “Our client wanted the brand to reflect family entertainment as a balance of playing and learning. We have worked closely together to achieve an inviting environment, where the rooms are versatile and dynamic, while each activity has a functional yet engaging set.”

Scruffy Dog has already completed the concept and technical design of the FEC, as well as guiding its brand development. While paying attention to each activity, the company also considered the interaction of the centre as a whole, dividing spaces without sacrificing the views, light or height.

In conclusion, says Cid, Colormotion will be a family destination where “kids find energy, motivation, curiosity, inspiration and fun, a place that becomes part of their life experience and aspirations for years to come.”

Scruffy Dog designs I’m a Celebrity Get Me Out of Here! attraction

Among several other projects around the world, Scruffy Dog Group is currently developing a branded experience for ITV Studios and Lifestyle Outlets in the UK. This will open next year at the new Watergardens development at the Lowry Outlet in Salford Quays outside Manchester. This has since been revealed as an interactive attraction based around the ITV reality TV show, I’m a Celebrity Get Me Out of Here.