A kids’ play centre where play rules. Sadly, that’s not the norm. In fact, Frost*collective’s concept, that it developed with Joey Ho and Patrick Leung of PalDesign Architects, is a first for Australia.

The concept for play centre, Nubo, is designed around best practices for early childhood education through play. Nubo, which is located in Alexandria in Sydney, supports play and educational growth through exploration and connection for children 0-10 years.

To achieve its launch on March 15, Nubo used brand and design expertise across the collective. Frost* Design created the strategy, identity, branded collateral and promotional items; Urbanite was asked to deliver signage and environmental design across the 768sqm floor space, and The Nest designed and developed the Nubo website.

Nubo chief imagination officer commented, “The aim of Nubo is to steer away from the typical play centre clichés of bright colours, plastic toys and computer screens. We are promoting a sense of ‘pure play’ through a beautiful, clean and considered space where parents and children can interact during the entire play process.”

Frost*Design’s job was to articulate the notion of ‘pure play’ in a way that could resonate with both parents and children – by anchoring it with a core creative idea.

The word, Nubo, which translates as cloud in Esperanto, inspired the creative idea.

“We then came up with the idea of cloud gazing that conjures up unique and different things for different people,” stated Ant Donovan, group creative director, Frost*collective. “This singular idea – of exercising the imagination – informed the architectural design concept, while also steering the direction of our brand identity and feeding into Urbanite’s branded environment signage strategy.”

The logo uses the B as a cloud device. This is carried across all brand touch points and integrated into the illustration style. The outcome is simple, childlike and versatile and is consistent with the brand’s intent.

Nubo’s environment offers a range of elements and tools to nurture healthy minds, bodies and spirits. Features include a library weaved around a giant hot air balloon where kids can curl up to read their favourite book; a building room full of Big Blue Blocks, MagFormers and Kaleido Gears; a zone for active play including a giant climbing frame where little ones can slide, climb and hide; the Nubo Café with an emphasis on healthy, wholesome food made fresh to order; a range of children’s master classes including cooking, art, music and coding; and facilitated play sessions.

“Watching kids interact in an environment offers real insights into the learning process. Seeing kids play at Nubo, I witnessed a genuine and honest delight indicating that if children have the opportunity to interact with quality spaces their interactions can be incredibly valuable,” Donovan noted.

Credits:

Agency: Frost*collective

Group Creative Director: Anthony Donovan @ Frost*collective

Senior Designer: Alex Dalmau @ Frost*Design

Junior Designer: Kieran Mistry, Frost*Design

Client Services Director: Emma Stone @ Frost*Design

Design Account Director: Max Delplanque @ Frost*Design

Strategy Director: Catriona Burgess @ Frost*collective

Strategist: Jeanne Ogilvie @ Frost*collective

Senior Digital Producer: Kate West @The Nest

Senior Digital Designer: Zion Wu @ The Nest

Developers: Minh Hoang & Isaac Martin @ The Nest

Design Manager: Hannah Radford @ Urbanite

Environments Design Director: Maria Briganti@ Urbanite

Designer: Yvonne Tong @ Urbanite