Themed Atmosphere
The brief.
Design a themed atmosphere element (develop a concept and create scenery/set dressing, costumes, lighting, props, etc. -The physical for a seasonal themed offering based on your favorite fairytale, children’s book or nursery rhyme, or iconic/historical event. You may also choose content from a book or film (a story that has not already been realized in a themed environment).
Concept Overview.
It is summertime, and families are coming from all over the globe to celebrate the summer festival at the magical Walt Disney World. The immersive journey starts at moment the visitors step out from the airplane, till the moment they walk into the park. Therefore, we propose to design a Kellogg’s themed hotel that adds to the immersive experience right from the moment the guests wake up because there is no better way to start the day than eating a big bowl of cereal and meeting your dearest cereal mascots as well as meeting your all-time favorite cartoon characters.
Characters.
Personas.
Kellogg's X Disney.
In 2001, Kellogg has formed an alliance with Walt Disney, giving the US cereal giant exclusive rights to co-brand its breakfast products with famous characters from the cartoon company. Kellogg was allowed to use famous names such as Mickey Mouse and Winnie the Pooh on its products, which include Corn Flakes and Pop-Tarts.
Kellogg is also the“official sponsor of breakfast” at Walt Disney World, Disneyland Resort, and Disneyland Paris.
About Kellogg.
Cereal City USA.
Kellogg's Cereal City USA was a tourist attraction in downtown Battle Creek, Michigan, open between 1998 and 2007. It aimed to tell visitors the story of Kellogg's brand, its products, and its contribution to the breakfast cereal industry in particular.
Cereal Killer. London
Cereal Killer Cafe was a café situated on Brick Lane in Spitalfields, London that served branded breakfast cereals. It was the first cereal-themed café in the United Kingdom. It announced its closure on 8 July 2020 as a result of the Coronavirus pandemic.
Summer Festival at Disney.
Themed hotel research & Inspiration.
To better understand the process of creating a themed hotel, I started looking for inspiration from hotels around the world.
The first is the LegoLand hotel in Malaysia, it has shapes and colors, and simple structured shapes. Second is the Toy story hotel in China. Third, SpongeBob square pants hotel at the Nickelodeon and Nick Resort Punta Cana.
Kellogg's Visuals.
I observed and analyzed Kellogg's advertising to understand the tone of voice of the company and their method of communication. These ads always show a human figure and talks to the family in general.
Sketches & Moodboard.
Each zone/ floor of the hotel will have a unique design that represents a specific Kellogg character.
1. Entrance.
At the main entrance, you will be welcomed by the oldest character, Cornelius the rooster, which will be standing next to an artificial interactive cornfield, that has built-in movement sensors which makes the straws move as an individual pass by. This field represents the start of the cereal creation process, as raw, yellow, and beautiful.
2. Lobby.
As you walk into the hotel lobby, you will see a static figure of Tony the tiger holding an umbrella that project light. In that area, there are organic shape sofas that mimic the shape of the cornflakes. The sofas are harmoniously complementing a “Frosties” blue round rug with orange tiger prints. Hanging from the ceiling a big organic design glass that hangs at different heights which gives the illusion of giant floating cornflakes.
3. Reception.
The reception desk will be constructed of overlapping giant cereal boxes.
4. Milkshake Lounge.
On the right of the entrance, there is a milkshake (kids friendly) lounge that is inspired by the character of Smack the frog. Green petal ceramic floor under a rich red/ maroon rug. Brown wooden bar with metal stools around it. On top of the bar, there is a chandelier that has two big black rings of lamps with metal spoons hanging from it. On the wall of the entire room, there is a big metal shelf, with Kellogg’s mini cereal boxes on top of it. In the middle of the shelves, there is a big gold interactive frame that displays different pictures of Smack with the visitors. The room's main purpose is a waiting area before going out of the hotel or a relaxation area after a long day at the park but it also serves as a meet and greets area with Smack and other Disney characters.
5. Outdoor pool.
The outdoor pool is designed after Froot Loop character - Toucan Sam (The parrot), as is it colorful, tropical and give the vibes of summer. The pool takes the silhouette of milk splats, one big one, and other smaller ones around. There are colorful bed benches with shades around the pool area. One of the pools has white foam made out of soap, giving the user the sense of swimming in milk. There are different size floating rings that take the appearance of Froot Loop cereal.
6. Indoor pool.
On the left of the entrance is a passway to other parts of the hotel (restaurant, pool, gym, spa). In this passway, there is a slim rectangular pool filled with yellow plastic balls that represent Miel Pop cereal. On the two sides of the pool, there are swings that are hanging from the ceiling, in a bespoke design of a Hexagonal yellow seat that illustrates a beehive. The visitors enjoy the dive in this pool with Miel the bee, while making memories and taking Instagrammable photos.
Final Renders.
Renders of the Hotel during the year and during the Summer Festival.
