The play zones are organized around a central space, that is a metaphorical village square. Off that square are a series of distinctive play venues. One space focuses on music and dance while another space is designed to build a digital play world. There is a toy testing lab where kids can try out new toys and give product reviews. The largest space is called Story Cave, where RFID technology allows kids to interact with custom video content on small and large screen displays. The parent lounges provide a retreat which are designed to allow for working, socializing or relaxing while giving parents a view out to the rest of the facility.

The materials used were specifically selected to create an environment that was safe. The angles of the sculptural drywall forms all have custom curved corners formed into them to avoid hard edges. There were two types of fall safe flooring used throughout the space. Custom millwork was created to display retail product in the lobby. RFID tags allow kids access into play areas, but also monitor their locations, so that a parent can find their child at any time. The tags are also used with many of the play experiences to allow for interaction.

The overall project is 28,000 sf, comprised of play areas, a lobby and retail area, a café with indoor and outdoor seating, parent lounges, rent-able party rooms, support spaces and a space dedicated to research and development to allow the brand to experiment and evolve over time. Credits: - BLUR Workshop - Architectural Designer: QC - Peter Green - BLUR Workshop - Architectural Designer - Jp Mayer - BLUR Workshop - Architectural Designer - Natalie Imran - BLUR Workshop - Principal In charge: Interiors - Liz Neiswander - BLUR Workshop - Interior Designer - Lucinda Aron