Manchester United: Dream Cube 

Located in Tiananmen Square, Manchester United launches its first adventure game which bridges artificial reality, interactive gaming, and seamless integration of physical and digital realms. Visitors embark on a journey with the Manchester United team in an interactive gaming experience inspired by their most memorable final matches. Each “Dream Cube” features an interactive "bench” and seating, a customized, motion-trackable football, and immersive projections covering all three walls as well as the ground.

 

Client: Manchester United
Role: Creative Director, Design Director
Team: Alex Nguyen, Keeli Shaw, Christian Browne, Anthony Roy, Cameron Erdogan, Francie Grogan, Alex Kelly, Nina Boesch, Guillaume Marais, Jenn McDermott, Ryan Schoenherr, Nima Vakili, Chris Fong, Crystal Law, Remote Control Media, Tamar Zanzouri, Tamar Ziv, Jeanne Angel, Jake Barton, Myles Byron, Taylor Darnell

 
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Players are challenged with six levels of real-world environments like Old Trafford within surreal lands which bring to life all of the excitement, energy, and hope that defines a memorable match.
The ‘Pitch’ is a sum of 3 surrounding walls seamlessly mapped and aligned with the astroturf floor projections. Each level of the game is visualized through each of the brand’s official colors.
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The ‘Bench’ interactive tables allow players to register, create teams, select their gaming journey, and choose level of difficulty throughout the experience.
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Towering shin guard tunnels pave the land for players to follow in the footsteps of United’s legends.
The digital and physical track are mapped and integrated for a seamless interactive experience. The game mechanics are possible through an array of IR cameras that track the football as it moves across the floor.
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Inspired by the sport’s mechanics, the tracks are populated with collectable tokens, cones to dodge and high ranking targets that require swift kicks. While the collectables travel from the wall projections onto the floor projection, they transition to white outlines. similar to the boundary lines found on a football field.
While a player is on the field, the interactive table provides the team with a live score feed (seen at the top right corner of the screens) while allowing them to send live emoji cheers to their teammate.
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When discovered, the mystic dragon provides light and vibrant color to the dark lands.
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Infinite fields stretch throughout the land of transformation, defying gravity at every turn.
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Considering United’s beloved mascot ‘Red Devil’ and the fan’s positive connotations with the name, ‘Devil’s Drink’ is a rare target that when activated, takes over the land doubling the player’s points.
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