examples of permanent location-based centers with retail, dining, and content-themed entertainment
MEOW WOLF
Las Vegas, NV
The Runoff Stream, OmegaMart.
Challenge: Align teams on creative solution for this major show element built into the exhibit facility floor.
Solution: Over multiple weeks, led series of in-office and onsite workshops with cross-functional teams (Design, Architecture, Lighting, Tech, Construction) to discuss and reach agreement on everything from brackets to wiring to maintenance procedures.
How I helped: By sketching, connecting project leads, and concepting solutions, facilitated clear communication between stakeholders and elicited their input, which allowed the team to realize this element that has become a key feature in advertising campaigns.
Was onsite to oversee creative excellence during the construction, installation, and programming phases.
PARQUES REUNIDOS
Madrid, Spain
Schematic Design for Lionsgate Entertainment City.
Intense creative planning session with internal and external stakeholders at Parques Reunidos headquarters. 
Proposed locations for Lionsgate experiences, F&B, and retail. (IP titles redacted. Section overview by architect.) 
Whiteboarding options for experience, F&B, retail locations. 
Existing condition of typical interior space within building. 
Rendering of guest experience by creative agency.
Challenge: Fit approx. 14 disparate Lionsgate experiences in a historical building, with a commuter train station and shopping center, where the available square footage was not contiguous or homogenous.
Solution: Respected the areas that we could not change and took full advantage of spaces, as defined by architecture and city partners, that we could.
Embraced the conflicting constraints and allowed the building to influence the location for each experiences.
How I helped: As the Director of Creative and New Product Development, fluent in Spanish and English, I was the main point of contact for Lionsgate throughout all facets of the design process.
Drove creative and operational decisions as we solved the puzzle of what experiences should go where.
In collaboration with internal and external stakeholders, helped shape the customer journey throughout the building.
Protected the Creative connective thread that allowed guests to transition from one world to the next.
MOTIONGATE DUBAI
Dubai, United Arab Emirates
Smurfs Village zone.
Challenges: With teams from across the planet, turn a desert into an engaging family-friendly theme park with a Smurf zone that has attractions, retail, F&B, a theater, and a play park.
Inherited first version of the Smurf Studio Tours attraction script. It was not approved by the IP.
Solution: As the in-house creative design lead, made the difficult (yet informed) decision to change all designs.
Planned and led workshops in Belgium (home of the Smurfs) and spearheaded a new story in partnership with external stakeholders.
How I helped: Version 1 went from an unapproved general concept to approved detail designs that showcased the IP in delightful ways. Received credit as one of the writers of the revised script.
Championed the show from concept development to construction, fabrication, installation, programming, and opening day.
Leveraged deep knowledge of fabrication & materials, spatial design, production methods, and finishes to make animated figures on budget.
Close collaboration, clear communication, and innovation were keys to the success of this zone.
Perseverance, patience, diplomacy, optimism, creative thinking, and strong negotiation skills also helped.
Alfredo Fajardo 