Offline and immersive, this surreal Wuhan entertainment spot puts parent-child relationships first

To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the recipient of the award for Entertainment Venue of the Year: Meland Club by X+Living. Find the full collection of reports in our upcoming May/June 2020 issue, Frame 134.

Wuhan – A fantastical immersive-yet-offline ecosystem for children took home the title of Entertainment Venue of the Year. Its designers, X+Living, put the parent-child relationship centre stage by creating a surreal spatial journey for both parties.

The jury thought it was a very fun and playful concept that takes children – the main users of the venue – seriously. Irene Kronenberg called it ‘a crazy, clean, non-digital playground for kids. It’s Alice in Wonderland; it’s the Tea Party – you want to eat it!’ Caroline Cundall of the InterContinental Hotels Group also loved the ‘almost cartoon-like effect. Everything about it feels like you are walking into a cartoon.’

Despite being designed with kids in mind, Meland Club by X+Living was commended for its sophistication.

As a parent herself, Signe Bindslev Henriksen of Space Copenhagen related her own experience of spending countless hours in child-oriented entertainment venues that are ‘incredibly ugly’. She appreciated that Meland Club ‘has a certain charm and sophistication to it. There’s a need for places like this.’

Peter Bundgaard Rützou of Space Copenhagen was impressed by the quality of projects coming out of China: ‘There are a lot of Chinese projects in this year’s Frame Awards, and some of them are extremely well executed. Their level of building technology is very high. They can do amazing stuff.’

Frame Awards 2020's Hospitality category was proudly sponsored by Orgatec. The People’s Choice award went to Otherworld by Red Deer.

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