Rock’n’Bowl Arcade, the new entertainment and virtual reality space, located in NorteShopping, Porto. A place where you move from the steering wheel to the screen and from reality to total immersion into the pixel world. Our main goal was to create an identity that reflects the new concept of the space, creating a dynamic, expressive, and bold communication. A new reality to be played.

Built around typographic deconstruction and the exploration of the pixel, we developed a visual identity around the youthful, innovative, and energetic disruption. Taking advantage of a raw architecture, where the brick walls and structural concrete pillars assume a prominent role, our intervention in the interiors started by applying the developed typographic games in an involving way, the materialization of a chromatic system and a floor path that would allow us to walk through the space clearly distinguishing its two main areas — Arcade and VR — up to the creation of a play of lights where neon lights stand out from the dark environment of space.