The scope of this project was to create the branding and interior design work for a themed start-up. Viral is an exciting new virtual reality arcade and lounge in Mississauga, Ontario.
ART DIRECTION & CONCEPT ART
After having a good look at the space, budget and inspirational ideas generated by the co-owners, we focused on two directions presented as concept art. These were used to start the conversation around the idea behind the business and space. We decided to break up the expanse into four main areas to better communicate the company’s story and create an immersive experience. We first started with the lobby - the welcoming space to set the tone for the company.
Concept 1: In the Gaming World
LIGHT HEARTED & PLAYFULL
Paying tribute to old gaming platforms through a little museum-like area decorated with vintage joysticks, this room will provide a backdrop for a nostalgic and fun story. It will also serve as a basis for comparison and timeline as you enter through the portal into space-age play rooms. The experience will bring out your inner child and sense of joy from the very entrance as the dichroic film starting your sense of mystery.
Concept 2: Aboard Spaceship Victory Reign 277
Aboard a ship with amazing deep-space views, this submersive environment will prepare your eyes to what will follow. Players will explore various types of seating options and visual cues in a clean, modern surrounding while waiting to enter the dark matter space where the gaming will start.
BRAND STRATEGY & IDENTITY
A space theme was chosen to compliment the experience of playing VR games - a high-tech, futuristic concept, something new and exciting. In the process, we strengthened the brand strategy and focused on creating a visual identity for the new company. The goal was to emphasize the emotion and experience of virtual reality through the top-of-the-line equipment. The wordmark is following the hybrid approach: action filled and sans serif to reinforce the theme with the secondary visual pattern adding a dimensional, energetic layer. In addition, the colour palette related to space adventures fused an electric feel to the brand.
ART DIRECTION & CONCEPT ART
We next focussed on the play area and lounge room.
PROCUREMENT & DETAILS
We worked with the co-owners on concept art for the four areas: lobby, play areas and lockers, lounge and washroom. Detailed specification sheets to list the suggested FF&E (furniture, finishes and equipment) were also drawn up. Some unique, custom aspects of the project were detailed out to help the construction company with their CAD drawings.
Lastly, interior and exterior signage ideas were considered and quoted, as well as a brand statement wall to welcome the newcomers to the environment. These small aspects help complete the brand and create a sense of consistency and trust.
Various Graphic Elements with Printer Specifications