Groupe LeÃ§on last week presented concepts for the creation of a children’s indoor entertainment and adventure play facility.
Skyhigh, the name of both the facility and the company behind the concept, is aimed at twoto 12year-olds and will launch at three sites in the North West, London and the south coast in November or December next year.
The concept will then be rolled out to a further ten sites over the next two-and-a-half years. Venues include retail parks, leisure parks and shopping centres.
Skyhigh, which has space travel as its central theme, has imported a variety of rides and activities from the US and Canada. The consultancy, which will command a six-figure fee for the work, has designed the physical environment and experience.
It will now begin work on the development of concepts and design details.
Groupe LeÃ§on is also in the throes of creating an animatronic family of five characters, led by the androgynous Jackie Star. The characters will be present at each venue and will have a ‘storyline’ conceived for their development. It is hoped that the family will encourage a brand loyalty for the Skyhigh concept among children, says Groupe LeÃ§on design director David Lett. Merchandising will be based on the family.
The consultancy has also created an identity for the concept, which launches on 17 December. Jackie Star has been used as the basis for the identity.
‘There is nothing in the UK market to compete with this. The whole idea is to create a fantasy world of travelling in space. The building envelope of the concept will have external rocket lifts to be used as a launch vehicle to take children to the rides,’ says Lett.
The consultancy was appointed to the project in July. It won the work through recommendation and without a formal pitch.