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Dopamine Land opened in London in 2022 to great fanfare. But when it came time to bring the experience to an American audience, our team was challenged to evolve the experience based on customer feedback, scientific learnings, and the power of our imaginations.

We reimagined and created eleven unique rooms, all meticulously crafted to trigger visitors’ dopamine in a different way. In just three months, Dopamine Land in Washington, DC attracted over 30,000 visitors and produced $1 million in revenue. It continues to operate successfully today.

Creative Directors: Courtney Abud, Diana Berno, Chris Sommella, Billy Van Osten
Art Directors: Rebekah James, Kyle Davis Strode, Elizabeth Hack

Process Involvement:

Concepts, research, and story direction
Experience design
Creative direction
Copywriting
Merchandising
Fabrication