Kingsmen Creatives, a Singapore-based communication design and production group, has unveiled the world’s first NAX arena in partnership with global play and entertainment company Hasbro.
Spanning over 18,000sq.ft in Marina Square, Singapore, the NAX arena is an edutainment-inspired family entertainment centre designed to encourage active play and teamwork.
The arena features multiple-themed activity zones targeted primarily at the three to 16 years-old bracket. “NAX arena is a first-of-its-kind branded attraction centre,” said Andrew Cheng, group chief executive officer of Kingsmen. “It unlocks a whole new way for fans to experience the renowned Nerf brand. Through the application of our core expertise, we are able to bring a unique entertainment experience to the market.
“NAX arena is not just a fun venue, it is a highly interactive arena that encourages learning, team building and family or community bonding through active play. The opening of the NAX arena is part of our transformation from a traditional business to a creator of new and unparalleled experiences around the world.”
The four activity zones in the NAX arena are themed after extreme natural environments. Each one - Compete, Conquer, Challenge and Create - are designed to enhance skill sets, identify personal strengths and build individual confidence.
The zones have been jointly developed with international sports psychologists from the Mental Toughness Research Institute in the US, to hone and support the development of confidence, resilience and problem-solving strategies for all players.
While tourist spending in Singapore fell by three per cent to SG$1.4bn in the first quarter of 2019 compared to the previous year, the NAX arena hopes to see over hundreds of thousands of visitors annually.
“Singapore is the perfect location for the world’s first NAX arena,” said Matt Proulx, vice president of location-based entertainment at Hasbro. “This beautiful region is a top destination for visitors from all over Asia and we cannot wait for fans and families to visit the NAX arena.”
The launch of the venue will be the first of many FEC concepts that Kingsmen will roll out globally within the next few years.
Image: The first Nerf Action Xperience, jointly opened by Keith Tan, the chief executive of the Singapore Tourism Board, Andrew Cheng, group chief executive officer of Kingsmen and Matt Proulx, vice president of location-based entertainment of Hasbro.
