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Glitch Unleash the extra in you

Insight

Youth entertainment is dominated by digital.

The over-saturation of online gaming can leave young people uninspired and disconnected. With adrenaline thrills confined to consoles and screens, true play calls for social interaction and physicality.

Idea

Creating a new kind of entertainment destination from the ground up.

When fun moves beyond digital, those with extra energy and creativity can enliven a dynamic sense of play.

AKQA has partnered with Dubai’s investment company Al Ghurair Group to create a new active game park experience. Glitch is redefining recreation for the weary digital natives of generation alpha.

Glitch’s offerings go beyond the ordinary, from a sci-fi arcade to a freestyle football arena and Dubai’s first indoor roller glider, setting a new standard for hybrid recreation in a region that embraces the extraordinary.

A smiling child with colorful face paint, sparkly makeup, and a sequined outfit poses inside a shiny, iridescent tunnel, surrounded by vibrant purple and blue lights.

An inclusive world of active play powered by everyone’s unique spark.

Glitch has been brought to life as the city’s new game park, a place where young people can freely define themselves in a space where everyone belongs.

A person in a shiny silver jacket lies on artificial grass, holding a green soccer ball. Around them are several colorful soccer balls, some with numbers, arranged on the turf.
A young woman in futuristic, metallic clothing holds a pink bowling ball at a neon-lit, digital-style bowling alley with vibrant pink, purple, and yellow lights and glitch effects.

Visual Identity

Energetic optimism that fuels the imagination.

From the creation of the name to the making of a brand multiverse, each facet of the Glitch identity has been crafted to spur on youth to unleash their active imaginations and break away from passive gaming.

Cheeky has a face.

The Glitch Head uses ones and zeroes as a nod and wink to the semi-digital space that Glitch inhabits, an instant icon.

Unleashing extraordinary verbs.

The tone and language are a playground where readers escape the treadmill of average grammar. Glitch calls to action by turning exciting nouns into verbs. These metaphorical messaging layers become imaginative invitations to let loose, transform, and play.

A 3x3 grid with colorful, stylized game titles: PLAYNEO, KAZU, SKYSURF, PANDORAS PEAK, BEASTBOWL, THE GAMEPORT, LOOP DE LOOP, JUNGLE SCOUT, and NEWTONS WALLS, each in a unique font and color.

Building adventures, not attractions.

Whether it’s a reference to science’s most famous glitch, an apple falling on Isaac Newton’s head, or a fictitious backstory about why Olympic bowling isn’t a thing, Glitch’s rides are humorously storied with riffs on popular culture. The attractions transform into otherworldly adventures through these thought portals.

Two green drink cups with straws and a smiley face logo on a green background (left); a meal with fries, a burger, and a drink on branded packaging, with hands unwrapping food on a blue, patterned surface (right).

Glitch is more than a place that gamifies physical play. It’s a malfunction in everyday boredom, a call to free oneself from dull routines, and an opportunity to reboot and to unleash the ultimate extra in you.

A smiling child in a sparkly outfit slides down a brightly lit tunnel, reaching out with both hands. Overlaid digital grid patterns add a futuristic, dynamic effect to the colorful scene.
Four people in colorful, sparkly outfits celebrate in a room filled with pastel balloons against a yellow background. Two stand with arms raised, one sits smiling, and one jumps in the air, all surrounded by confetti.
Three smartphones on a green background display colorful, playful sticker designs and vibrant event graphics, including “Boogie Bash,” “Active Rebellion,” “The Gameport,” and “Ranger Scout.”.

Impact

An active rebellion for hybrid entertainment.

With a distinctly daring brand identity and an exuberant social presence, Glitch sets itself apart from an overcrowded regional market. So far, Glitch has hit a high score, with organic reach surpassing the category by five times the average and organic engagement doubling.

A young woman in futuristic, metallic clothing performs a high kick in a colorful, neon-lit room with grid-patterned walls and floor, holding a staff and surrounded by dramatic pink and blue lighting.
A hand holds a bright green GLITCH card up to an illuminated card reader. The card displays the text GLITCH UNLEASH THE EXTRA IN YOU. The background is colorful with blue and multicolored patterns.
This launch has breathed life into our brand, exceeded expectations, and set a new standard for excellence in the industry. Our brand has found its voice, and I couldn’t be more thrilled with the results.
- Bert Grogor, Vice President of Leisure and Entertainment, Al Ghurair Group
A person in a reflective silver spacesuit and helmet stands in a futuristic room with glowing neon rings and lines, holding two illuminated light sticks, one pink and one blue.
  • TimeOut DubaiGlitch: Dubai’s huge new indoor activity game park ↘
  • What’s OnInside Dubai’s fun new indoor game park ↘
  • Khaleej TimesFind your own slice of adventure at Glitch ↘

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