SPECIMEN · HUMAN ELEMENT · Nº 1 · H HYDROGEN

POKEMON PLAY LAB

“Play Lab”

PLACE: POKÉMON PLAY LAB
FRAME: PLAY LAB
FAMILY: IMMERSIVE
STATUS: DELIVERED · PLAY LAB

CONTEXT

Designed as an immersive, experiential brand hub, Pokémon Lab was created to deepen engagement within the existing Trading Card Game (TCG) ecosystem while lowering the barrier to entry for prospective fans. The activation served a dual-audience marketing strategy: providing high-value tournament play and exclusive interactive touchpoints for seasoned collectors, alongside hands-on, beginner-friendly onboarding zones. By translating key mechanics of the TCG into tangible, interactive environments, Pokémon Lab successfully elevated brand affinity across generations, converting casual curiosity into sustained player acquisition and driving long-term ecosystem growth.

CHALLENGE

Make a room full of tables read as a pavilion: mural-scale walls, the lit Poké Ball on the corner and a continuous light bar crowning the whole volume.

KEY NUMBERS

AT SCALE
MURALS: LIT
POKÉ BALL: TO PLAY
TABLES: CONTINUOUS
LIGHT

PROJECT ARCHIVE

POKEMON PLAY LAB — Pikachu at wall scale on the pavilion corner, the line coming in — Pikachu at wall scale on the pavilion corner, the line coming in

POKEMON PLAY LAB — The Eevee evolutions in a row on the purple wall, under the sign — The Eevee evolutions in a row on the purple wall, under the sign

POKEMON PLAY LAB — The Play Lab tables under the purple light, the illustrated walls around — The Play Lab tables under the purple light, the illustrated walls around

POKEMON PLAY LAB — The table room, ready before opening — The table room, ready before opening

POKEMON PLAY LAB — The green corner wall, with the team flags and the entry line — The green corner wall, with the team flags and the entry line

POKEMON PLAY LAB — The Play Lab corner: the lit Poké Ball and the sign, the tables behind — The Play Lab corner: the lit Poké Ball and the sign, the tables behind

LET'S BUILD ONE LIKE THIS ← BACK TO THE TABLE