Families and friends need to have fun together. As hectic lives and technology push people apart, Cineplex Entertainment is expanding their ultimate indoor playground concept, Playdium across Canada to offer exciting, affordable fun, bringing people together through play. As part of their expansion, Cineplex wanted a reinvented perspective that would be a hit with Gen Z and Alpha, as well as their parents.






Brand Strategy
Environmental Design
Place Branding
Experience Desig

The Infinitus Service Centre was a large-scale, multi-disciplinary project, requiring the utmost precision in retail design and customer experience. The SLD team aimed to incorporate an interactive element in all aspects of the design. The graphics, digital elements, and visual merchandising are dynamic components that creatively push the narrative of empowered self-discovery for their guests. When designing a store with a product range as diverse as Infinitus, it was important to create a retail experience that highlights individual design elements, while paying homage to the initial identity of the brand.

Within the overarching Infinitus brand exists seven sub-brands, ranging from high-end beauty to household cleaning products, the common thread being the desire to embody natural wellness in all aspects of life. By employing the Infinitus philosophy across the space, guests experience an unparalleled retail journey. Each department has distinctly unique characteristics such as occasional punches of color that help to develop the brand story of empowerment and self-discovery in the consumer’s mind. The themes of wellness and health are highlighted through frequent immersive experiences, such as the natural ingredients zone, which features a scent experience game, or the beauty zone, which is accented with an interactive rain shower chandelier. Overall, there are 12 experience zones that integrate modern technology such as immersive digital screens, AR and VR interactions, scenario-based displays, and interactive digital experiences, with the traditional Five Elements of Chinese philosophy – wood, fire, earth, metal, water.

The space is dotted with visual metaphors which further express the Infinitus identity. The customer journey encourages personal exploration and self-discovery through the weaving nature of the layout. The illuminated ceiling cove gives the illusion of water flowing. Like a running river, Infinitus nourishes and delivers growth for its guests.





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