Somos un estudio de diseño estratégico. Desarrollamos servicios, desde productos digitales a espacios, a través de la investigación centrada en las personas y la innovación.

NEOON

A new concept of modular leisure, designed to be replicated anywhere, with a retro-futuristic aesthetic that appeals to all generations.

The Al Hokair group, leader in tourism and leisure in the Middle East, chose us to develop a new scalable leisure model that can be replicated in different locations, and with a value proposition differentiated from its competitors and tailored to users.

Client

Al Hokair Group

Area

Scope
Branding
Service design
Spatial design
During the last decade the leisure sector has experienced a boom caused by technological innovations, lower costs and new consumption habits.
  • Leisure for teenagers
  • Retro videogames
Process

We chose UBBO in Lisbon as the ideal place to host this first new space.

In Lisbon, there was already an established and diverse leisure offer. However, in such a competitive framework, we analyzed the leisure offer at a local and global level in order to define opportunities.

Escape Room
Virtual Reality
Cinema
Paintball
Children's Park
Bowling
Climbing wall
Leisure in Lisbon
Users Neoon
Customers Neoon
Psychosocial analysis conclusions

To understand their success factors, we looked at trends, consumer habits and their needs.

In this way, we conclude the need to offer a space in which different forms of leisure coexist, as well as the need to segment the premises according to the age of the little ones, adapting each of the attractions to the stages of the game.

evolution

Adapt the environment to the age of its users through games and activities to suit them.

imagination

Build on the utopian vision of boys during their puberty, their dreams and goals.

self-esteem

Present activities as affordable challenges that reinforce young people and give prestige and improvement.

idols

Their references play a fundamental role in the consumption habits of adolescents.

User 'persona' + journeys

These findings helped us to define the profile of the users as well as their environment.

The findings support NEOON’s value proposition and design principles. In addition, they allow us to validate hypotheses regarding both attractions and the business model itself.

User journey
User journey

From the business model to every detail of the spatial design as well as the materials, everything is part of the experience.

An immersive space with infinite forms of leisure, which transports you to a very instagrammable unknown universe.

NEOON

A leisure venue where innovative attractions coexist with reimagined classics, and where we meet the needs of a large target.

A space that innovates in conventional forms of leisure sustained by adventure, sports and adrenaline, bringing generations closer to a retro-futuristic theme, placing users in an indeterminate and versatile place and time.

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  • NEOON Gudetama
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