Lai Yuen – the iconic theme park that breathes nostalgia, returns to Hong Kong as a 22-days pop up in 2016, bringing back childhood memories for older generation and attracting the new generation to rekindle the fun that belongs to themselves. Instead of queuing up for rides under the sizzling sun, Lai Yuen resides in the comfort of AsiaWorld Expo exhibition, from 15th July to 7th August.

In the era of digitalization, our definition of happiness is changing. In this project, Pauldesign as a consultancy agent, reinvents the once much-loved Hong Kong amusement park from its classic style into a rejuvenated look that creates a new fun for every generation. We develop 3 core values of users: 1) Innovation for all ages (3-80) We replicate the classic theme into a contemporary fashion with the use of technology, to entice both adults and young children. 2) Close interaction with family and friends We explore the full potential of game design which blend the past and present. It involves interactive experience that bridges the generation gap – sharing fun among kids, teenagers, parents and elderly. 3) Fun Learning Experience Our design is featuring some of the local’s favourite delights that infuse educational content, allowing all ages to learn important values in a fun and interactive way.

It took around 6 months for us to work on this meaningful project. We had conducted numerous meeting for creative juice to flow and make our product better and better. Our rebranding service was a resounding success as we profoundly raised social and brand awareness among the public and media such as South China Morning Post and Mingpao. The exhibition was largely discussed on social media as well, such as Instagram and Weibo.

Lai Yuen 2016 is a social innovation and makes a name for itself as something unique to local. Pauldesign successfully brings unforgettable memory and connectivity to 3 meaningful groups of people in Hong Kong: families, fans and students. Childhood should be filled with endless fun and joy – Lai Yuen provides a unique opportunity for parents to spend more time with children, through interactive game design and “EduTech” activities. For Lai Yuen fans, its comeback relives their childhood memory. Young adults and children also bring their grandparents back to recall their old memories and have fun in this oasis of fun they once grew up with. These old people share their past experience with the new generation when playing our games. This new form of communication is a resounding achievement for Pauldesign. From an educational aspect, Lai Yuen attracts schools and students to take part in the DIY workshop, which provides students with hands-on learning experience. Schools see this opportunity to teach students about animals and nature without going to zoos. In Petite Family Garden, teachers and students can explore ideas how to learn about and help wild animals and environment.

Pauldesign serves as the main design management company in managing this year's Lai Yuen design and production. From spatial design to branding design, web design and interactive design, Pauldesign has provided the best service and made Lai Yuen as one of the most popular and famous events in Hong Kong. We have a team of three expert designers - Rebecca for branding design, Remi for multimedia design and Risa for spatial design. By introducing new games, elements and ideas to Lai Yuen team, Pauldesign has shown its creativity and passion in coordinating, designing and executing the master plan. Let's "jam" more new ideas together in the coming projects.

First and foremost, we rebrand Lai Yuen by changing its logo into a more uplifting one. While it’s important to stick to the traditional icons of Lai Yuen, Dino and Tino are given a new look, with the use of yellow, red and green that seek to create a fulfilling joy and warmth. Cartoon Drama The unprecedented collaboration between Lai Yuen and Japanese anime, Yo-kai Watch opens the door to the world of supernatural myth and whimsical imagination for young children. We spice up the event with three interactive games: Name Matching, USApyon in Rage and The Insatiable Big Eater - adding a touch of magic to the ‘Yo-kai Seikai’. We also develop a set of game logics and rules for Yo-kai Zone. Children can collect gifts after accomplishing 6 missions. Families or friends can have fun together when hunting for missions. [At the beginning of the story, players get a book to collect YO-KAI stickers. Whenever they see a new YO-KAI & finish the task/game assigned to the YO-KAI, they get a sticker. After collecting 6 stickers, they win the game.] Go-kart and Booking Service All new to the park is the RiMO electric go-karts from Germany, offering the thrill of racing for aspiring race car drivers. Since it is a genuinely new game first introduced to Lai Yuen, our team create a brand name, “X-Race”, as well as logo, for these highest-performance go-karts. To catch more visitors’ eyes, we designed advertising posters which are placed in bus shelters, buses and printed on magazine. E-banners, graphic stickers, photo booth, staff’s T-shirt and backdrop are also created to be a versatile branding, promotional and advertising tool for X-Race. We developed 3 ticketing systems for buying Lai Yuen Admission Ticket, Lai Yuen X-Race ticket and Petite Family Garden Class ticket. All tickets were categorized into two types: Normal General Ticket (from Monday to Thursday) and Date-Specific Ticket (Friday to Sunday), in order to ease the flow management. Purchasing tickets was greatly simplified into 5 clear steps: Choose Ticket Type, Order Confirm, Contact Information, Payment and Completion. Education Values and games can be intrinsically linked. In “Happy Kiddy Ride”, parents supervise their children when they are riding scooters. We develop a wood structure entrance arch floor platform and signage that help parents teach kids how to read signs and make kids aware of the potential hazards. In Petite Family Garden, parents and children can participate in different kinds of activities, including handcraft making, science experiments and parent-child communication workshops. We provide interactive tools such as 3D Printing Pen. Our design concept is simple – we incorporate green elements in to the garden, such as potted plants and trees. We hope that this can increase nature access for all people, finding a green oasis in the city of desert. Our floor plan makes it clear: separate the garden into two area – one is the stage area where reading show and drama are performed whilst another side is workshop area where parents and kids or teachers and students can DIY together a product.

Production fee: HKD 30 million Design and construction fee: HKD 20 million Rent fee: HKD 10 million

Following its success in 2015, Lai Yuen 2016 has passed on its “Simple Happiness” spirit to every visitor. Together with Pauldesign, we strive to create a distinctive style for bringing extraordinary and interactive experience. We also develop more new games and designs that bring endless fun, hoping that all visitors can enjoy this SUPER SUMMER with their families and friends. We had achieved this aim, as reported by news media and social media, some revealed that they felt like getting back into the heyday of Lai Yuen when they were young, meanwhile the younger visitors could be able to share this memory with their parents and older generation. From educational perspective, we create a new landscape for teaching – since there is no zoo in Hong Kong, our design can help visitor simulate themselves into a zoo setting area to enjoy the touch with nature. Teachers can teach students about the nature of animals through our interactive workshop, and find out the best way to raise students’ interest in self-motivated learning.