Frost*collective teams up with HK’s PalDesign Architects to launch Nubo play centre in Sydney

Working in collaboration with Joey Ho and Patrick Leung of PalDesign Architects, Frost*collective was recently commissioned to work on a new concept in children’s play spaces that is understood to be the first of its kind in Australia.

Built around best practices for early childhood education through the lense of play, NUBO supports play and educational growth through exploration and connection. The new centre, located in Sydney’s Alexandria, is suitable for children 0-10 years and officially launches today.

Nubo tapped into brand and design expertise across the Collective. Frost* Design created the strategy, identity, branded collateral and promotional items; Urbanite was asked to deliver signage and environmental design across the 768sqm floor space, and The Nest designed and developed the Nubo website.

Says Nubo’s chief imagination officer: “The aim of Nubo is to steer away from the typical play centre clichés of bright colours, plastic toys and computer screens. We are promoting a sense of ‘pure play’ through a beautiful, clean and considered space where parents and children can interact during the entire play process.”

To articulate the notion of ‘pure play’ in a way that could resonate with both parents and children, the concept needed to be anchored by a core creative idea.

Imagined by Frost*Design, the word Nubo translates as ‘cloud’ in Esperanto, a language invented in the late 1870’s to foster harmony between people from different countries. The creative idea itself was inspired by the brand name.

Says Ant Donovan, group creative director, Frost*collective: “We then came up with the idea of cloud gazing that conjures up unique and different things for different people. This singular idea – of exercising the imagination – informed the architectural design concept, while also steering the direction of our brand identity and feeding into Urbanite’s branded environment signage strategy.”

The logo utilises the ‘B’ as a cloud device, and this is carried across all brand touch points and integrated into the illustration style. The outcome is a childlike, stunningly simple and versatile brand expression that speaks directly to the audience and is unquestionably consistent with the brand’s intent.

Nubo’s environment offers a range of elements and tools to nurture healthy minds, bodies and spirits. Features include a stunning library weaved around a giant hot air balloon where kids can curl up to read their favourite book; a building room full of Big Blue Blocks, MagFormers and Kaleido Gears; a zone for active play including a giant climbing frame where little ones can slide, climb and hide; the Nubo Café with an emphasis on healthy, wholesome food made fresh to order; a range of children’s master classes including cooking, art, music and coding; and facilitated play sessions.

Says Nubo’s chief imagination officer: “We know that play nourishes children’s early development and we want Nubo to be part of that journey.

“Working with Joey Ho and the Frost*collective team has been an exciting and enriching experience. The outcome is quite stunning and we have already received incredibly positive feedback from parents and children who have visited.”

Says Donovan: “Watching kids interact in an environment offers real insights into the learning process. Seeing kids play at Nubo, I witnessed a genuine and honest delight indicating that if children have the opportunity to interact with quality spaces their interactions can be incredibly valuable.”

Group Creative Director: Anthony Donovan, Frost*collective

Designer: Yvonne Tong @ Urbanite