Sala Hub, Riyadh, Saudi Arabia, is a proposed multi-zone indoor entertainment destination developed around a combination of global IPs and a proprietary brand environment. KCC Entertainment Design was engaged to deliver the full concept design, defining how three distinct zones—Smurfs, Angry Birds, and Sala—could be integrated into a single, commercially viable format. The objective was to create a destination that leverages strong brand recognition while maintaining operational clarity and flexibility within a retail or mixed-use setting.
KCC’s approach focused on structuring the concept into clearly differentiated yet connected zones, each with its own identity, target audience, and experience logic. The Smurfs and Angry Birds areas were designed to translate well-known IPs into physical environments, while the Sala zone introduced a proprietary layer that allows for long-term brand control and adaptability. The layout prioritizes efficient circulation, visibility between zones, and balanced distribution of activities, ensuring consistent engagement and optimized use of space.
Through concept design, KCC Entertainment Design established a scalable framework that supports phased development, brand expansion, and future replication. The proposal combines strong thematic direction with clear commercial fundamentals, enabling the concept to be adapted across locations and formats. While not realized, Sala Hub demonstrates a structured approach to multi-IP integration and provides a solid foundation for future development opportunities within the indoor entertainment sector.
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