Unleash the extra in you

The over-saturation of online gaming has left kids uninspired, disconnected and couch-bound. With adrenaline confined to consoles and screens, young people spend most of their time withdrawn and sedentary. True play calls for the social interaction and physicality they crave.

AKQA teamed up with Dubai investment giant Al Ghurair Group to create the brand for an active game park that merges physical and digital play. Named as a cheeky disruptor of the status quo, Glitch redefines recreation for the weary digital natives of Generation Alpha.

From a sci-fi arcade to a freestyle football arena and Dubai’s first indoor roller glider, it sets a new standard for hybrid entertainment in a region ready to embrace the extraordinary.

From the name to a brand multiverse, every facet of Glitch was crafted to spur young people to unleash their active imaginations and break away from passive gaming. The Glitch Head deliberately uses ones and zeroes as a nod, and a wink, to the semi-digital space it inhabits: an instant icon.

The tone of voice is a playground where readers escape the treadmill of average grammar. Glitch puts the action in call to action, turning exciting nouns into verbs: imaginative invitations to let loose, transform and play.

Whether it’s a nod to science’s most famous glitch (an apple falling on Isaac Newton’s head) or a fictitious backstory about why Olympic bowling isn’t a thing (but obviously should be), every ride is storied with riffs on popular culture and internet lingo, turning mere attractions into otherworldly adventures.