In late 2020, I was fortunate enough to aid in leading the design team to tackle one of our toughest & most exciting challenges we'd faced as an Experience Design studio.

The challenge was to translate Atari’s legendary history & brand into a 360-degree, hyper-immersive hospitality experience that combined brand strategy, architectural design, interiors, digital experience and customer experience strategy.  Activating a beloved, multi-generational brand like Atari required a passion for the past, that felt relevant to nostalgia-seekers, gamers & families alike - while still ensuring the hotel design & experience itself was a beacon for the future of gaming, eSports & mixed-reality experiences. 

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To strike this balance, our team designed a hyperconnected hospitality experience, from booking to checkout, where past, present & future melt together into a multi-sensory space that pushes the limits of what's possible. A place where you can step inside your favorite characters, worlds & concepts from the Atari universe & connect with friends, staff & other hotel guests over a shared love of gaming.