Child's play at Westfield

As part of a programme to develop the value of their kids play areas, Westfield asked DNA to come up with a concept. We told them we dont really have any experience designing playgrounds – but they wouldnt take no for an answer.

Their intention was to create a space that would appeal to brands who wanted to create a unique experience for kids in Westfield malls across New Zealand. The result is a space defined by a multi-sided tree form that can be modified and customised depending upon the brand experience required. Each side of the tree takes on the role of different environment such as Beachland and Dinoland. 

Persil signed on as the sponser to broaden their retail footrpint, align with its sponsorship of the Small Whites (Soccer land is one of the areas in the playground) and its brand propostion 'Dirt is good'. It was just coincidence that the tree form is similar to the Persil logo.

DNA's role was simple to develop the overall concept and primary play environments with other partners developing additonal play furniture, graphics and handling the construction and fabrication of the site.