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Working in collaboration with Joey Ho and Patrick Leung of PalDesign Architects, we were commissioned to work on a new concept in children’s play spaces that is understood to be the first of its kind in Australia.
Built around best practices for early childhood education through the lense of play, NUBO supports play and educational growth through exploration and connection. The new centre, located in Sydney’s Alexandria, is suitable for children 0-10 years.
NUBO tapped into brand and design expertise across the agency. We created the strategy, identity, branded collateral and promotional items; delivered signage and environmental design across the 768sqm floor space, and designed and developed the NUBO website.
The aim of NUBO is to steer away from the typical play centre clichés of bright colours, plastic toys and computer screens and instead to promote a sense of ‘pure play’ through a beautiful, clean and considered space where parents and children can interact during the entire play process.
To articulate the notion of ‘pure play’ in a way that could resonate with both parents and children, the concept needed to be anchored by a core creative idea.
We started with naming. The word Nubo translates as ‘cloud’ in Esperanto, a language invented in the late 1870’s to foster harmony between people from different countries. The creative idea itself was inspired by the brand name.
The notion of cloud gazing became central to the ideation process. The singular idea – of exercising the imagination - informed the architectural design concept, while also steering the direction of the brand identity and feeding into the branded environment signage strategy.
The logo utilises the ‘B’ as a cloud device, and this is carried across all brand touch points and integrated into the illustration style. The outcome is a childlike, stunningly simple and versatile brand expression that speaks directly to the audience and is unquestionably consistent with the brand’s intent.
NUBO’s environment offers a range of elements and tools to nurture healthy minds, bodies and spirits. Features include a library woven around a giant hot air balloon where kids can curl up to read their favourite book; a building room full of Big Blue Blocks, MagFormers and Kaleido Gears; a zone for active play including a giant climbing frame where little ones can slide, climb and hide; the Nubo Café with an emphasis on healthy, wholesome food made fresh to order; a range of children’s master classes including cooking, art, music and coding; and facilitated play sessions.