‘gameOn blooming china tour 2018’, the world’s first immersive experience exhibition based on video games, has collected over 150 classic games and countless unforgettable memories for people in their thirties, forties, and fifties. started from the concept of video games world, the architecture was enveloped in a colorful pallet of mapping plains with posters to simulate the effect of a pixelated space. the design conceived by pleasanthouse design and intact studio intentionally blends in the commercial block for shopping, art gallery, and nightlife.

a detail of the exterior



the concavo-convex structure is filled with surreal visual perception, bringing endless novelty for visitors in it and satisfying the curiosity of all players with an expectation to explore it. as a video game exhibition at the front end of the trend, gameOn not only brings a bunch of games back to our nowadays life but also opens up our vision and imagination for the future social life.

2018 gameOn exhibition in shenzhen looks like a huge pixel maze designboom
the entrance



when communicated with the british side about the concept and core content ahead of the exhibition, the architect found that pixel is an interesting theme. the exploitation of video games is inseparable from the emerging of the pixel. the incipient developed games were limited by hardware and software technology, and the game interfaces are usually presented in the evident pixel. thus the architect extended such idea on graphics, façade, and interior.

2018 gameOn exhibition in shenzhen looks like a huge pixel maze designboom
a transition area on the first floor



the entire space looks like a huge pixel maze. visitors can play in every interactive room, jumping like mario on the pixel boxes. ‘we made a visual extension based on the information transmission. it’s very important to resonate with the feedback between the visitors and creators. and then the resonation became the key element of the design, just like the rest of art types in theatrical films’, the architect said.

the stage on the ground floor


2018 gameOn exhibition in shenzhen looks like a huge pixel maze designboom
the passageway on the ground floor


the interactive area on the second floor


the interactive area on the second floor


making and marketing area on the second floor


2018 gameOn exhibition in shenzhen looks like a huge pixel maze designboom
children’s games area on the second floor


games categories area on the second floor


2018 gameOn exhibition in shenzhen looks like a huge pixel maze designboom
the exit on the third floor


cartoon products sales area


project info:


design: pleasanthouse design and intact studio

contractor: blooming investment

location: shenzhen, china

area: 4.168 sqm

date: august 15th, 2018

photography: xiao en


designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.


edited by: maria erman | designboom

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