FORREC, an experience design specialist, is marking the launch of Vila da Galinha Pintadinha, a new 3,000-square-metre themed land at Beto Carrero World in Brazil.
The land is designed for young children and their families and is centred on the popular Brazilian character Galinha Pintadinha, also known as "Lottie Dottie Chicken." According to FORREC, it represents a major addition to the park's family offering.
The development was created in collaboration with brand partner Bromelia Produções, and its opening on 26 September coincides with Galinha Pintadinha's 20th anniversary.
Multidisciplinary design
FORREC says it worked closely with Beto Carrero World and Bromelia Produções throughout the project, bringing expertise in experience design, planning and multidisciplinary design. The FORREC team led programming and master planning for the land and also contributed to the narrative's creative development across the built environment, rides and attractions.
The company established the physical and experiential framework through concept and schematic designs spanning architecture, interiors, landscape architecture, signage, creative design and show set design. This work translated the visual language and storytelling of Galinha Pintadinha into a land where visitors of all ages can explore and play.
Peter Marshall, creative director at FORREC, said that Vila da Galinha Pintadinha is an example of the benefits of having a multidisciplinary design team and a world-class park operator involved in the creative process from the start. He said each discipline was engaged in the storytelling process so that teams could apply their design skills to a purpose-built environment that is playful and shaped around the needs of young children and their families.
Attractions and entertainment
The land includes a range of experiences: live entertainment at a central barn stage, character encounters, themed environments, recreation areas, a retail location and food and beverage options. The Galinheiro das Divas flying round ride, manufactured by Zamperla Group, adds an interactive entertainment element.
Award-winning production company Hasbas led the project's entertainment and show development, with oversight of the shows, show area and music production from creative directors Sylvia Hase and Steve Bass.
The result, FORREC says, is a coherent, immersive space where architecture, landscape, interiors, graphics, rides, visual storytelling and live entertainment combine for the park's youngest visitors.
Marshall said it was rewarding to see the design come to life, noting that the team immersed itself in the intellectual property and design process, including planning, illustrating and modelling, and walked through the project in virtual reality many times. He said it is uncommon for a team to participate from concept to construction, and rarer still for the end result to exceed expectations.
The Vila da Galinha Pintadinha development is part of Beto Carrero World's continued expansion and investment in new visitor experiences, and is described as a dedicated destination for the park's early-childhood audiences. FORREC art director Uri Grinbaum recently shared insights into how storytelling is evolving from something audiences watch into something they can enter, influence and share.