ESAC Design has finished big themed entertainment projects across the global project landscape of the theme entertainment industry, with representative works in Malaysia, Australia, and Europe. Through the integration of technology, narrative, and interactive play, ESAC Design is building a portfolio that highlights its role as a creative pioneer in contemporary themed entertainment experiences.
From the i-CITY AI EXPERIENCE CENTRE in Malaysia to family entertainment centers in Australia and Poland, ESAC Design uses immersive storytelling, advanced interactivity, and cohesive visual languages to shape destinations that connect education, entertainment, and cultural expression.
i-CITY AI EXPERIENCE CENTRE in Malaysia: A Benchmark for AI-Themed Cultural Tourism
Located in Shah Alam, Selangor, i-City is a 72-hectare smart city known as the “City of Digital Light.” Once mainly a leisure spot, i-City is now undergoing a major upgrade to combine artificial intelligence with cultural tourism.Tan Sri Lim Kim Hong, founder and chairman of i-Berhad, said "Our corporate mandate is clear: every ringgit of our remaining RM5 billion gross development value at i-City will be AI- and robotics-centric". As part of this plan, Malaysia’s first AI Experience Centre, led by him and supported by the government, is set to open this December. It will be the country’s first tech showcase focused on hands-on, interactive AI experiences.
To build a strong and modern AI showcase, i-City has partnered with AGIBOT, a company listed in the 2023 Forbes China Most Innovative Companies. The centre will display dozens of robots and robot dogs used in areas like education and healthcare, giving visitors an immersive high-tech experience.
The design of the i-City AI Experience Centre was done entirely by ESAC Design, i-City’s long-term partner. The team explored various ways AI robots can be used and carefully planned every detail, from easy human-robot interaction to an engaging, immersive atmosphere. Their goal was to make the future of AI robots “touchable, interactive, and perceptible” in a real, physical space.
Design Themes & Core Concept
The venue’s overall design is anchored in the idea of Human–AI Symbiosis, using immersive, perceptible, and highly interactive experiences to bring AI out of abstraction and into everyday life. Under this guiding vision, ESAC Design has developed a cohesive framework that connects spatial design, visitor experience, and long-term operations.
At the conceptual level, the project centers on “Evolving Intelligence and Human–AI Coexistence.” Rather than relying on spectacle, the space highlights two core ideas—order and coexistence. Through scenes such as the Future Classroom and adaptive coding experiences, the “order” of AI is expressed as a structured, layered force reshaping healthcare, education, and home environments. “Coexistence” comes to life in experiences like the AI Mech Arena, where visitors see how operators and AI work together to complete challenges, emphasizing that technology is designed to enhance human capabilities and foster meaningful collaboration.
From the experiential perspective, the design translates abstract AI concepts into tangible, interactive scenes drawn from daily life. The goal is to make AI understandable across all age groups, enabling visitors to shift naturally from passive observation to active engagement and to recognize how closely AI is intertwined with their own routines.
Finally, the operational strategy focuses on sustainable content and ecosystem development. Beyond the physical build, the project incorporates long-term content updates and commercial partnerships to ensure the venue remains dynamic and relevant. This approach addresses the industry challenge of short-lived novelty, positioning the venue not as a one-off attraction but as a continuously evolving experiential platform.
Area 51 FEC Park in Australia: A Sci-Fi Sports Park for All Ages
ESAC Design’s work on the Area 51 FEC Park in Australia is built around a theme set on a distant planet. In this storyline, a group of aliens who love exploring the universe arrive on Earth and discover that local children are neglecting outdoor activities because of their addiction to mobile games. To help the children, these aliens build a sports park, hoping that young visitors will put down their phones and rediscover the joy of exercise.
Within this concept, ESAC Design upgraded the overall visual language and experiential quality of the space. The result is a fully immersive sports park with a sci-fi atmosphere that makes visitors feel as if they are embarking on an interstellar adventure. The design uses narrative, environment, and activity zones to encourage movement and engagement.
Area 51 FEC Park was awarded the 2024 “Recommend by Travellers: Best of Queensland Experience,” underscoring its appeal to visitors. In just two years, ESAC Design has helped open three Area 51 stores in Helensvale, Redcliffe, and Mt Gravatt in Australia. A fifth store designed by ESAC Design is currently in preparation, further extending the reach of this themed sports concept.
HOPALUPA Family Entertainment Center in Poland: Europe’s Largest Indoor FEC
HOPALUPA Family Entertainment Center in Poland is another important project in ESAC Design’s global portfolio and represents its European work in themed entertainment. The design theme explores the freedom of the Metaverse and aims to discover a new way of play that combines the digital world with the physical world. It opens up an infinite range of possible new experiences, where virtual imagination and real-world activity coexist in a shared environment.
HOPALUPA is Poland’s largest indoor family entertainment center, with an area of 20,000 square meters, making it the largest in Europe. Within just two weeks of opening, it attracted over 45,000 visitors. These figures highlight both the scale of the project and the strong public response to its concept of blending digital and physical play.
ESAC Design: Global Themed Entertainment and Experience Design
ESAC Design has assembled a multidisciplinary team of more than 100 professional designers, including five international designers and over 30 senior designers. The team’s expertise covers interior design, graphic design, illustration, landscape design, tourism planning, and sculpture. Drawing on this broad set of capabilities, ESAC Design has served over 2,000 professional clients and completed nearly 5,000 design and construction projects worldwide.
These projects range from large-scale outdoor theme parks to emerging indoor amusement chain brands. ESAC Design’s service scope extends across Poland, Germany, the United States, Russia, Dubai, Kuwait, Oman, Malaysia, Singapore, Cambodia, Jordan, Thailand, Turkey, Algeria, Pakistan, and other countries. The company continues to focus on themed entertainment environments that integrate narrative, technology, and immersive experiences in a variety of cultural and regional contexts.
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Country: China
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