Xtra Life.

A new dimension in
KSA entertainment

Xtra Life
Extra Electronics

Strategy
Audience Studies
Creative Workshops Market Analysis
Venue Masterplan

Brand
Art Direction
Copywriting
Editorial Design
Naming
Positioning
Uniform Design
Visual Identity

Environment
Artwork + Propping
Concept Design
Digital Integration
F&B Experience
Sponsor Activation

Extra Electronics — a leading retail chain in Saudi Arabia specialising in electronics and home appliances — set out to expand their portfolio with a groundbreaking VR leisure park. This first-of-its-kind concept was designed to captivate Millennials and Gen Z, redefining entertainment experiences in the region.

My concept, Xtra Life, subtly referenced the parent company name while establishing a brand platform that transported guests to an alternate reality where they could live out their fantasies. The guest experience centred around a vibrant café, complemented by four gaming zones designed with a modular frame system. This simple yet innovative approach allowed the space to be easily updated and re-themed to showcase new games with minimal logistics and investment.