D·PARK × Tamagotchi summer activation

A familiar character world, made for shared play

Tamagotchi became a summer mall experience for photographs, play and hands-on creativity. The collaboration connected partnership discussions, thematic design, four interactive game booths and workshops, offering several ways to take part.

Characters, floor graphics and themed structures form the summer setting at D·PARK.

Our role

L Concept participated in discussions with Bandai, concept development, game and workshop planning, production and on-site delivery.

Integrated Marketing Communications Event Planning & Production Creative Design & Brand Visuals

Build a world around the partnership

The brand partnership was the starting point. L Concept participated in discussions with Bandai and developed the Tamagotchi theme into an activation concept. The entrance, floor graphics, booths and character installations share a recognisable visual language.

For a character collaboration, recognition needs to extend across touchpoints. Carrying the same world through arrival, photography and play gives the partnership a presence beyond the logos at the entrance.

The entrance introduces characters and colours that continue throughout the setting.

Turn recognition into participation

The activation included four interactive game booths. Photographs also show families playing, posing with characters and exploring the setting, with different ways to encounter the theme.

In a mall activation, the visual setting and participation formats need to support each other. A distinctive scene introduces the theme; a game gives visitors a concrete action. Planning for adults and children together is a useful consideration alongside the placement of photo opportunities.

Interactive games offer visitors something to do beyond taking photographs.

Make room for personal creativity

Families could make personalised Tamagotchi souvenirs in hands-on workshops. Alongside games and photographs, making offers another pace of participation: character imagery becomes creative material, and the finished piece includes the participant’s own choices.

From an experience-design perspective, a workshop moves a visitor from observer to maker. Its role differs from that of a game, allowing one theme to accommodate play, creativity and shared family activity.

Workshops extend the character theme into personalised souvenirs.

A character partnership needs a complete experience

The Tamagotchi concept extends into four game booths, family workshops and personalised souvenirs. Games provide action, workshops offer time to make something together, and souvenirs carry part of the experience beyond the venue.

A character’s recognition is a starting point; the activity still needs understandable steps. For a comparable mall project, participation time, entry arrangements and what follows each activity should be considered together, giving the character interest a practical route into participation.

Integration means each part leads into the next

The partnership establishes a theme, design turns it into a setting, and games and workshops make that setting participatory. The scope of this project spans these stages, showing how a character collaboration can extend into an on-site experience.