The Melawati Mall Challenge: Maximizing Vertical Space in Strategic Locations

Melawati Mall is at a strategic spot on the MRR2 highway. It's the core business pillar of Tamen Melawati. There's a good flow of visitors within a short drive from the mall. A large portion of the customer base consists of families. The pillar-free design of the shopping gallery in Melawati Mall offers an excellent view and visibility for the retail stores within the mall. This gives Game On an advantage in attracting customers. 

Game On needs a space of 20,000 - 30,000 square feet. The higher the ceiling, the better. The entire venue must accommodate 14 attractions, such as a Trampoline Arena, Ninja Course, simulation equipment, and a Karaoke room. 

However, most traditional FECs haven't integrated advanced artificial intelligence with their entertainment equipment. As a result, they've lost their attraction to juniors aged 12 and above. Therefore, the problems Game On faced include not only how to use space efficiently but also how to integrate AI, AR and VR into entertainment games through a good design. 

The Melawati Mall Challenge: Maximizing Vertical Space in Strategic Locations

Melawati Mall is at a strategic spot on the MRR2 highway. It's the core business pillar of Tamen Melawati. There's a good flow of visitors within a short drive from the mall. A large portion of the customer base consists of families. The pillar-free design of the shopping gallery in Melawati Mall offers an excellent view and visibility for the retail stores within the mall. This gives Game On an advantage in attracting customers. 

Game On needs a space of 20,000 - 30,000 square feet. The higher the ceiling, the better. The entire venue must accommodate 14 attractions, such as a Trampoline Arena, Ninja Course, simulation equipment, and a Karaoke room. 

However, most traditional FECs haven't integrated advanced artificial intelligence with their entertainment equipment. As a result, they've lost their attraction to juniors aged 12 and above. Therefore, the problems Game On faced include not only how to use space efficiently but also how to integrate AI, AR and VR into entertainment games through a good design. 

Mega Multi-level Adventure Structure

When designing the project for Game On, Dreamland Playground fully considered the safety compliance and commercial value of the project facilities. By understanding the high-ceiling feature of the venue rented by Game On in Melawati Mall, the designers transformed the adventure and exploration entertainment facilities into a vertical-system adventure park. 

In designing this activity area, starting from the challenging nature of the project, the designers expanded upward vertically, using climbing paths with more than 3 layers. Unlike the usual straight slides, the slides are designed in a spiral tube shape. This design makes full use of the vertical space between the upper and lower levels, reduces the use of floor area, thereby accommodating more customers and creating a multi-layered three-dimensional playing experience.

Ninja Course & Trampoline Arena

• Ninja courses and trampolines have long been regular features in Family Entertainment Centers (FECs). These two entertainment attractions, with their enjoyable experiences, make many visitors reluctant to leave. While fun is one way to attract foot traffic, the safety compliance of these attractions is also an crucial element. The Ninja Course facilities and Trampoline Arena facilities provided by Dreamland Playground are both equipped with cushioning systems that meet ASTM/EN standards.

• The design of ninja courses even more strictly follows safety compliance standards because this area attracts not only casual visitors but also professional athletes. The obstacles in the ninja course activity area include wobbly surfaces, spinning rings, tangled walls, and slow-moving racetracks. High-difficulty obstacles such as challenging rings and vertical climbing walls greatly stimulate players' competitive mindset. This atmosphere that triggers visitors' competitive spirit is not only attractive to teenagers but also favored by companies for team-building activities through such competitive events. This has expanded the customer base that Game On attracts, significantly broadening the profit margins.

Instagrammable Macaron Ball Pit

• Ball pits have always been attractive to children. Therefore, when designing this area, the Dreamland team prioritized safety, using high-quality materials and adhering to strict production standards.

• In some ball pit projects, the design team has used healthy and non-toxic PU leather and high-density EPE foam. In the Game On project, the balls filling the pit are healthy, non-toxic, and high-density. Dreamland Playground's products meet North American and European Union standards, such as ASTM, except for some facilities that are customized according to customer needs; thus, customers need to apply for safety certifications after considering the costs.

E-Sports Portal & Phygital Play

• Smart technology is developing rapidly these days, and the amusement projects created by Dreamland Playground for FEC investors must also incorporate high-tech elements. In this activity area, the design team has set up simulated racing seats and interactive luminous floors to create a futuristic technology-style entertainment experience.

• When players sit in the simulated racing seats, the strong sense of immersion and real-time feedback allow them to fully experience the excitement of racing. The interactive luminous floor enables players to feel the fun of interaction through the combination of body movements and senses. On the luminous floor, players interact according to projections and digital displays: when they step on the floor tiles, the tiles light up; jumping allows them to avoid red areas; and they can also jump to the rhythm.

KidZania Kuala Lumpur is an educational entertainment center with interactive technology. This FEC is characterized by its play facilities, which replicate buildings in a modern urban society, allowing children to experience adult life. Through specially designed role-playing activities, children can explore various professional identities. This immersive interactive entertainment helps children develop their intelligence and promote physical growth while having fun. As a global leader in the field of career experience, KidZania Kuala Lumpur ranks among the top FECs in Malaysia in terms of the number of reviews.

Location: Curve Nx, 18, Jalan PJU 7/5, Mutiara Damansara, 47810 Petaling Jaya, Selangor, Malaysia

Website: https://www.kidzania.com.my/