Playtown HERO - ISG

Mattel Play Town

Transforming children's entertainment facility by Meraas Leisure & Entertainment at City Walk
  • Customer
    Meraas Holding
  • Completion Date
  • Area
    50,000 sq ft
  • Architect
Playtown MAIN1 - ISG


ISG was awarded a high-profile contract by Meraas Leisure & Entertainment to fit out a 50,000 sq ft children's entertainment facility at City Walk, an outdoor retail complex located in Dubai.

Playtown MAIN2 - ISG

The project

Spanning across three floors, the family entertainment centre is based on the characters from Mattel. ISG took the the premises from shell and core to somplete fit out, inclusive of steel mezzanine, lift shafts, along with escalator and elevator installation

The project was heavily-themed, representing the characters and scenes within the relevant shows including full IP approval facades, play structures, climbing frames as well as a 4D cinema.

Playtown MAIN3 - ISG

As part of mixed-use development scheme built by three main contractors, strict adherence to the city wide logistics plan was required including scheduled deliveries, unloading requirements, restricted storage for materials and vertical transportation.

Obtaining sign off and approval for the IP items of installation was a key challenge as some of the characters were hand-sculpted based on models and images, along with managing the change demands of the IP holder.

ISG successfully worked harmoniously alongside the base build contractor in an incomplete building, whilst programming and mitigating potential delays.