NYC
BOOKING FOR JUNE 2025
Qiddiya
YEAR2024
CLIENTQiddiya City
STUDIOSMas
FabricationPink Sparrow
PROJECT TAGSExperiential, Convention, Interactive, User Experience, Spatial
Qiddiya City is the first real-life city built for play—a futuristic destination blending high-energy entertainment, sports arenas, cultural landmarks, and residential neighborhoods, all set against one of the region’s most iconic landscapes. It features four distinctly styled districts, each designed as its own immersive, real-world game setting.
To tease the districts, we created four larger-than-life LED medallions for PAX EAST, each offering a glimpse into its unique world. Guests scanned their RFID bracelets to bring the medallions to life—some scans even rewarded lucky attendees with gaming consoles and other prizes.
Promotional
Info & Key Credits
RESPONSIBILITIES
Creative Direction
Design Direction
Spatial Design
Interaction Design
User Experience
LEAD CLIENT CREDITS
head of marketing
Rachel Brill
creative directorPeter Ford
qiddiya gaming chairmanMike Milanov
exec director, head of immersive gamingArnab Bhattacharya
creative team
creative leadership
Dana BruingtonArianna Lebad
Creative & Design Director
Adam Romano
art directors
Devon Aerts
Peter Delbusso
Shane Carrey
Graphics & illustrationBilly Byle
Strategy, Tech & production
strategy team
Alexandra Aviv
John Durovsik
Mike Jacobson
ProductionJesse Neal
Sarah Grossman
Adam Romano
Creative & Design Direction
BOOKING FOR JUNE 2025