A group of investors from the areas of real estate, IT, incentives and sports/events venues planned to build up a chain of VR gaming studios. The aim was to introduce a concept to the German market that appealed to the majority of urban consumers, encouraging regular visits. The games were to be a mix of different styles, amongst others such resembling the comic-like Moorhuhn series, fairytale fantasy worlds with big nature scenes, or war games with sinister settings. MIKS developed a digital and spatial corporate identity concept for this, with a design focus on the meta theme of “game”.
The aim and message are a focus on experiences and togetherness. An experience with friends, with the whole family or the gaming stars on site. A place that enables interaction, sports competitions and shared enthusiasm. The combination of analogue and virtual worlds is also reflected in the media mix: online portal and on-site experience, an app and the option of playing with one’s own equipment at home. The logo and corporate identity are characterised by the light colours and non-colours of RGB, black and white. The space displays contrasts and tangents: analogue and digital, yesterday and tomorrow, wood and metal. Semi-transparent curtains with metallic effects meet different requirements for privacy while gaming. Science fiction clichés such as Star Wars floating doors were deliberately avoided to position the experience fully in the here and now.