The Assignment:

Create a narrative experience for guests at the first ever Warner Bros. hotel in Abu Dhabi, UAE.

The Strategy:

Take visitors into the "Inn Between Worlds," an all-encompassing fantasy experience that makes every guest feel like the star of their own Warner Bros. film.


Overview

“Got a new assignment for you,” the bossman said. “Write a hotel.”

“Write a hotel?” I asked. “The f*ck does that mean?”

“We’ve got a blank space. The space needs screens. The screens need content. The experience needs a narrative. When a guest arrives, what do they see? Where do they go? What do they find there? You’ve got 100 years of Warner Bros. history to draw on. Go to it.”

So that’s what we did. We wrote a hotel.

Development

In 2019, Warner Bros. opened its first ever theme park in Abu Dhabi, UAE. As a companion, they needed a place for guests to stay that was just as magical, inviting, and engaging as the park itself. They hired Digital Kitchen to design the experience from top to bottom, creating an experiential event that would live in perpetuity.

Over the course of a year, my team built out every facet of the hotel experience, from the parking lot to the lounges to the rooms. Our work includes several hundred hours of original screen content for multiple large-scale video screens, displays, sculptures, guest collateral, experience narrative, and wayfinding, We named, themed, and designed the restaurants, the pools, and the Kids’ Club. We decided what would go in the rooms, what fonts would be used for wall numbers, what guests would receive in their welcome packets … everything down to what was written on the complimentary bottles of shampoo and conditioner.

In short, we wrote a hotel. And it is awesome.