We have been involved with Heroes Park from the very beginning. The brief was to create a shopping attraction that showcases superheroes at life-size scale. We handled everything from the initial concept, storyline, and layout, to the technology, content, and final execution.
At the outset, we were given superhero figures in dynamic poses, and our task was to build stories and environments around them. During the concept phase, we explored several approaches, ultimately finding the most effective solution to be placing each character within their own isolated world. Each superhero’s pose naturally suggested a scene, which we brought to life through audiovisual effects. This allows visitors to fully immerse themselves in each hero’s universe — whether it’s Tony Stark’s workshop, Ant-Man’s shifting scale world, or the epic battle between Hulk and Hulkbuster. We identified the available characters, paired them with iconic moments, and expressed these through various audiovisual shows.
We leveraged the architectural feature of the curved glass façade to create a special “sky” section for flying superheroes. Using mirrored walls and flooring, we designed an infinite tunnel filled with clouds, evoking the sensation of soaring through the sky.
After aligning with the client on the overall concept of the park through moodboards, we began preparing the design study.
Over the course of several months, we developed a comprehensive design study that transformed the initial concept into a buildable reality. The outcome was a detailed 3D model of the park, created to scale, accompanied by a complete list of all necessary components. The model was presented through a video visualization, allowing the client to see the true proportions of the elements and realistic lighting conditions, closely matching the final experience.
The study also included a list of technical requirements for the supplier ArtVision, a set of decoration specifications for the company Filmdekor (used for pricing of décor and technology), as well as a content production list to be executed by _STROY. Our own services, including supervision, were also itemized and priced.
Once the design study is approved, the production process begins. Using the model from the study, we create the base scene for the installation to ensure the video is precisely aligned with the viewer's perspective. We then develop an animatic, which defines the storyline and timing.
Next, we build out the full environment in high detail, animate the characters, and run all necessary simulations. All of this is prepared at 8K to 12K resolution, as all projectors used in the park operate in native 4K resolution.
From the very beginning of the design study, we worked with real-world measurements. All installations were conceived to be fully realizable without the need for compromises. Thanks to precise 3D design, we were able to create large, immersive projections that draw visitors into the story—despite the relatively limited space.
Our long-term partner, Art Vision, received exact dimensions and technical specifications for the projectors. This allowed them to strategically position the equipment to avoid existing infrastructure such as air conditioning units, sprinklers, and similar obstacles—a challenge we faced primarily due to the low ceiling height.
During the actual implementation, we provided supervision from the studio to ensure all elements—technology, set design, construction, graphics, and accessories—were perfectly aligned, following the plans down to the centimeter.
Each scene features a variety of technologies, including 4K projectors, LED walls, transparent displays, and "holofans" that create a holographic effect. Our studio illustrator, Ondra, enhanced the scenes with original illustrations that brought an authentic comic-book atmosphere to the entire park.
All spaces were designed with specific lighting conditions to highlight both the characters and the projections. Additional elements, such as fun fact panels, were adapted accordingly and feature subtle ambient lighting.
Take a look at a preview of how the individual scenes turned out—and what you can look forward to experiencing.
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