by scsoffice | Aug 10, 2026
Qiddiya CITY
Blue Sky Concept
Over more than two years, Dave was contracted to ThinkOTS as Creative Director and Senior Art Director, contributing to the development of 15+ IP-specific blue-sky concepts for Qiddiya City. Working across a diverse portfolio of globally recognised entertainment properties, the projects explored entirely new possibilities for immersive environments, attractions and destination experiences. From early creative strategy and storytelling through to world-building, guest experience and visual direction, each concept was developed to establish a compelling creative foundation for a one-of-a-kind experience. All projects remain under NDA and are currently progressing through various stages of development.
Client: Pete Ford @ ThinkOTS
Every great immersive experience needs a clear idea at its centre. Working with established IP brings rich worlds, characters and stories, but also a complex network of creative expectations, brand requirements and physical constraints. Dave’s role was to help distil each property into the ideas, emotions and experiences that mattered most, creating a clear creative vision capable of guiding a much larger design and development process.
Blue-sky thinking created the opportunity to move beyond familiar interpretations of each IP and ask a more ambitious question: what could this world become if guests were able to physically step inside it? Across more than 15 concepts, Dave helped lead multidisciplinary creative exploration spanning immersive environments, attractions, storytelling, placemaking, interactive experiences and entertainment. The objective was not simply to recreate existing worlds, but to discover new experiences that could only exist in a destination such as Qiddiya City.
The resulting concepts transformed stories and IP into tangible experience propositions, establishing the creative DNA from which future environments, attractions and guest journeys could grow. Through creative direction, visual development and experience design, abstract ideas were shaped into coherent worlds that could be communicated, evaluated and advanced by wider project teams. Today, these concepts sit at various stages of development as part of Qiddiya City’s evolving entertainment landscape.
by scsoffice | Aug 5, 2026
Creating one clear visual language for a complex venue.
Marvel Stadium is one of Australia’s largest entertainment venues, welcoming millions of guests across sporting events, concerts and major live experiences. SCstudio partnered with the Stadium Operations team to develop a comprehensive family of maps and evacuation signage that could serve public, operational, premium and accessibility needs across both existing and newly renovated areas of the venue.
The project included 17 overall map types and more than 100 evacuation signs distributed across five levels, creating a cohesive system that supports safer navigation, clearer communication and more consistent venue operations.
Strategy · Visual Identity
Print Product Design
Aligning a complex venue around one direction
Marvel Stadium had evolved over time, with existing infrastructure operating alongside newly renovated sections of the building. This created a complex mix of spatial conditions, operational requirements and stakeholder priorities.
The first challenge was to define a strategy that could bring these different environments together. We worked closely with the Stadium Operations team to understand how information needed to function for visitors, staff, hirers, suppliers, emergency services and premium guests.
This process established a clear hierarchy for the system, identifying what information was essential, how it should be organised and where consistency was critical. Regulatory requirements, emergency procedures, accessibility considerations and existing venue standards were consolidated into one coordinated design approach.
Building a flexible system for many audiences
Rather than treating each map as an isolated graphic, we developed a shared visual language that could adapt across the entire stadium.
The system was applied to 17 overall maps, including:
- Public-facing venue maps
- Hirer and supplier back-of-house maps
- Premium suite maps
- First aid maps
- Accessibility maps
The same design principles were then extended across more than 100 evacuation signs covering five levels of the venue.
Colour coding, iconography, information hierarchy and location markers were carefully coordinated to make each map easy to interpret while allowing individual signs to respond to their specific location and audience. This created a flexible family of communication tools rather than a patchwork of disconnected solutions.
Turning venue complexity into confident navigation
The completed system transformed a highly detailed collection of venue information into a clear and cohesive experience.
Visitors can more easily understand where they are and how to reach key destinations. Staff, suppliers and hirers have maps tailored to their operational needs. Emergency information is presented consistently throughout the venue, supporting faster recognition and safer decision-making.
By aligning multiple stakeholders around a unified strategy, the project also created a stronger foundation for future updates. New spaces, operational changes and revised information can now be incorporated without losing the integrity of the overall system.
The result is more than a collection of maps. It is an integrated navigation and safety framework that helps Marvel Stadium communicate clearly across every level of the venue.
by scsoffice | Jul 30, 2026
A cozy-game world reimagined as a real place to explore, gather and belong.
Lumenlea is an original blue-sky destination concept exploring how the emotional qualities of cozy games could translate into a physical, location-based experience. Rather than building the world around rides and constant stimulation, the concept focuses on atmosphere, discovery, social rituals and small moments of participation. Gardens, libraries, markets, workshops, lakeside spaces and seasonal gatherings come together to create a place designed not only to entertain guests, but to invite them to slow down, wander and stay awhile.
Creative Direction • Concept Development • Experience Design • Worldbuilding • Key Art AI Concept Drafts
CLARITY
The starting point was a simple question: what makes a cozy game feel cozy, and how could those qualities exist in the real world? The challenge was to move beyond familiar theme-park conventions and identify the behaviours, emotions and spatial qualities that define the genre, from collecting and crafting to exploration, relaxation, food, nature and community.
This established a clear creative principle for the project: Lumenlea should feel less like a sequence of attractions and more like a living world guests can inhabit at their own pace.
POSSIBILITY
From that foundation, we developed a series of environments and key-art concepts that expanded the world of Lumenlea. Ideas ranged from the Great Lumenlea Library and Village Market to craft spaces, fishing piers, greenhouses, bakeries, gardens and nighttime gathering places. Each concept explored a different form of participation, helping define what guests might actually do throughout an entire day.
The result was a richer vision of a destination built around curiosity, creativity, social connection and everyday rituals, where even reading a book, decorating a lantern or sharing a pastry could become part of the experience.
TRANSFORMATION
Lumenlea evolved from a visual fantasy into a broader experience philosophy: Adventure outside. Belonging inside.
The concept demonstrates how a location-based destination can create value through both spectacle and stillness, giving guests permission to explore, play, make, eat, collect, gather or simply exist within the world.
By treating small moments as attractions in their own right, Lumenlea proposes a different kind of theme-park experience, one shaped as much by emotional connection and dwell time as by traditional entertainment.
by scsoffice | Mar 27, 2022
WORLD EXPO 2020 DUBAI
ASSISTED PAVILION PROGRAM
The organising committee created the Assisted Pavilion Program for the first time in World Expo history.
This allowed countries who had never participated in the event previously to present themselves in a stand-alone pavilion.
Working with ThinkOTS & international teams across the globe, we help deliver 12 pavilions, with unique designs representing each country’s individual narratives and themes.
Client – ThinkOTS
Services – Environment & Exhibition
Assisted Pavilion Program Countries…
• Burundi
• Timor-Leste
• Kosovo
• Gambia
• Senegal
• Marshall Islands
• Nauru
• Equatorial Guinea
• Congo Republic
• Bolivia
• Liberia
• Guinea Bissau
by scsoffice | Mar 24, 2022
WORLD EXPO 2010 SHANGHAI CHINA
AUSTRALIAN PAVILION
Creative/Art Direction & Graphic Design services for the Australian Pavilion at the World Expo 2010 in Shanghai, China. Creating an exhibition narrative encompassing 6 Exhibit spaces, including a 1000-seat theatre. Designing exhibition, VIP, F&B and office graphics, to create a consistent brand experience across the entire pavilion. The project was a huge media success in Shanghai, as the creative and design was tailored specifically for the Chinese market.
Client – ThinkOTS
Services – Brand & Exhibition
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