Ingka Centres open pop-up PlayLabs, bringing parents and children together in the spirit of play
- Ingka Centres’ Meeting Places in Europe and China are set to open the PlayLab, offering a unique and meaningful play experience
- The launch comes as new research reveals around 40% of parents admit they have forgotten how to play with their little ones as they have got older, whilst 54% believe play is still important to adults
- The PlayLab is designed to encourage and inspire parents and children to play more together, and will feature a unique Anti-Gravity Room, immersive 3D Art Exhibition and hands-on Wall Mural
Ingka Centres, part of the Ingka Group, is set to open a first-of-its-kind PlayLab, giving visitors and local communities in Europe and China the chance to fully immerse themselves in a series of interactive and educational activities, suitable for the whole family to enjoy. Whether visitors are out for the day or shopping, the PlayLab is specially designed to inspire parents and children to enjoy playful moments together.
The PlayLab launch comes as new research from Ingka Centres conducted in China, Italy, Poland, Portugal, Spain, Sweden, and the UK reveals on average 55% of adults spend less than four hours a week playing with their children – the equivalent of under three per cent of the week. That said, 54% of parents believe that adults still need to play as they get older despite 40% admitting they’ve forgotten how to.
To help drive playfulness, the activities in the PlayLab are not only for the young but also the young at heart. At the PlayLab, visitors are invited to immerse themselves in the 3D Art Exhibition and Illusion Space where there will be awe-inspiring visual effects. Shoppers can explore a topsy-turvy world in the Anti-Gravity Room or unleash their inner artist, by picking up a paint brush and getting creative at the Wall Mural.
While parents recognise the benefits play has on their children, the top three barriers that still get in the way of these memorable moments include busy work lives (62%), the idea that children play better with others their own age (38%), and a lack of space in the home for adequate playtime (27%).
According to the parents surveyed, their favourite ways to have fun with their kids is to play with toys (63%), go to the park (52%) and get stuck into a new book (46%).
Those unable to make it down to the PlayLab are invited to try out the online VR Kit at home. The kits are easy to assemble and can be used to explore a library of free VR experiences to use on a smartphone.
Jens Nielsen, Global Commercial and Digital Director Ingka Centres, says that “It’s time we all started inserting a little more play into our lives. We know the benefits of play are immensely important for overall wellbeing, so we are thrilled to be launching PlayLabs in our Meeting Places across Europe and China, helping to create bonding moments for families that will become lifelong memories. This activation forms part of our long-term goal to bring together families and friends for quality time beyond the shopping experience at our Meeting Places.”