Client: Mall of Qatar, Doha, Qatar
Project: World of Wonders & The Treehouse – Game-Changing Entertainment Concept
Deliverables:
• Creative direction and concept development
• Design of a year-round entertainment programming strategy
• Creation of diverse shows, events, and activations spanning:
• Art exhibitions
• Performing arts
• Educational experiences
• Development of a groundbreaking episodic entertainment format with two signature productions:
• World of Wonders
• The Treehouse
• Integration of multiple genres including musical, circus, theatre, and spectacle
• Gamification model to enhance guest engagement
• Merchandise concepts and interactive experiences for families and children
• Design of immersive experiences utilizing:
• Hydraulic stage systems
• Fountains
• Advanced lighting technology
Solution:
We were tasked with creating a revolutionary entertainment concept for the Mall of Qatar, a unique retail destination equipped with a giant hydraulic stage, fountains, and state-of-the-art technology surpassing many traditional theatres.
Our innovative solution included a year-long entertainment strategy designed to activate various stages, public spaces, and key areas within the mall. The programming featured diverse performances, exhibitions, and educational experiences to engage visitors across all demographics.
The centerpiece of the project was the creation of two world-premiere, episodic entertainment formats—inspired by the structure of popular streaming series like Netflix. The productions blended musical theatre, circus arts, and spectacle to deliver an ongoing storyline that unfolded in episodes throughout the year. This fresh and engaging format encouraged repeat visits, turning the mall into a destination for immersive entertainment.
To enhance the experience further, we developed a gamification model, designed interactive workshops, and introduced themed merchandise—creating a fully immersive ecosystem that engaged families, children, and entertainment seekers alike.
Impact:
Our concept became the winning entry in an international competition, setting a new standard for mall entertainment. By blending episodic storytelling with immersive design, interactive elements, and dynamic performances, the Mall of Qatar solidified its reputation as a forward-thinking destination that offered guests more than just shopping—it became a place for unforgettable experiences and lasting memories.
Behind the Scenes:
A glimpse into the creativity, craft, and detail that shape each unique experience — from vision to reality.
