TAKING LEVEL99 EXPERIENCES TO THE NEXT LEVEL
- Brand Strategy & Design
- Spaces
- Immersive
Level99 was already a hugely successful brand, but they were looking for inspiration to help take things to the next level. We saw a way to create an identity and storytelling that would help them earn points with both new and existing fans.
THE CHALLENGE
The challenge was not to hit restart on a successful gaming experience, but to take the design to the next level. We were approached to support Level99’s internal design team in evolving the brand storytelling and visual identity for the new space, while preserving what customers already loved about the brand.
Being set in one of the world's most competitive entertainment destinations, the opening was a departure from Level99’s previous mall locations, so our main task was to create a distinctive visual element that would capture attention among a sea of larger-than-life retail environment and themed destinations.
THE INSIGHT
We saw that the most successful entertainment destinations create emotional anticipation before the experience begins. So, our idea was simple – to extend the already successful storytelling beyond the games and into a playful exterior. Inside, we also wanted to create a social hub for Players to enjoy extra build-up before playing Challenges.
THE VELOGON PORTAL
To set the venue apart, we created concepts for The Velogon Portal – a defining architectural entrance feature which transformed the Level99 logo into a large-scale landmark. Using layered iridescent materials and animated lighting, the Portal is a dynamic structure that changes appearance throughout the day. Positioned as a symbolic gateway into the Level99 universe, it was created to draw footfall and build anticipation before guests even entered the building.
Once inside, we suggested an integrated ticketing, check-in, retail and merchandising into a cohesive arrival concept – improving guest flow while maintaining a sense of excitement and immersion.
THE ENERGY CORE
At the centre of the venue was the Energy Core, a concept developed around the insight that Level99's energy comes from its Players rather than its technology. The Energy Core was designed as a central destination bar that serves as a social hub, meeting point, and wayfinding anchor – where Teams regroup after a Challenge, celebrate victories, compare scores, and plan their next move.
This became a place for Players to recharge, reconnect and become part of the wider social experience; a piece of immersive storytelling that successfully transforms hospitality infrastructure into a meaningful part of the brand narrative.
THE RESULTS
The Disney Springs venue represents a significant milestone in Level99's growth journey. Through our partnership we provided inspiration for some key elements such as the Velogon Portal, Energy Core and integrated guest journey, giving a starting place for Level99’s design team to imagine and bring to life an experience that could compete in one of the world's most demanding entertainment environments.
