Year
2023
Client
Hasbro
Category
Experience
Product Duration
2 months
The design integrates the Oriental Pearl Tower’s futuristic architecture with Transformers’ visual motifs, using holography, mixed reality, and life-size robot displays to create a seamless blend of real-world and animated environments. Multiple floors are dedicated to themed zones, including a recruitment theater, armory, battle stations, and a retail space, all enhanced by projection mapping, immersive set pieces, and interactive props.
The concept centers on guests becoming recruits in the Autobot Alliance, tasked with protecting Shanghai’s secret Energon supply from the Decepticons through teamwork, puzzle-solving, and action-packed encounters. By merging the city’s landmarks with the Transformers universe, the attraction appeals to fans of all ages, offering both nostalgia and cutting-edge entertainment.
Development focused on leveraging advanced technologies - such as motion tracking, gesture-based controls, and AR projections—to deliver a multi-sensory, gamified adventure that encourages both individual and team participation. Collaboration with Hasbro and local partners ensured authenticity to the Transformers brand and a culturally resonant experience for Shanghai’s diverse audience.
Execution involved choreographing live performers, integrating physical effects like simulated battle damage, and orchestrating synchronized light and sound shows that bring the tower and its battles to life. The journey concludes with a dramatic finale where guests activate the tower’s antenna, defeat the Decepticons, and are celebrated by a holographic Optimus Prime, followed by a themed retail experience offering exclusive Transformers merchandise.
