The Lab — Themed Multi-Attraction Environment
For The Lab, AREA15’s multi-experience attraction zone, I led the creative direction for transforming a raw floorplate into an in-world themed environment capable of housing six distinct attractions under one narrative umbrella. Partnering with architectural theming firm ASTOUND, I guided the ideation, story development, and design process to create a cohesive world that felt like a functional research facility within the AREA15 universe. The result was a flexible, immersive space that unified diverse experiences through consistent theming, environmental storytelling, and integrated visual design.
