FORREC, an experience design specialist, is marking the launch of Vila da Galinha Pintadinha, a new 3,000-square-metre themed land at Beto Carrero World in Brazil. The immersive area is aimed at young children and their families and is built around the well-known Brazilian character Galinha Pintadinha, also known as "Lottie Dottie Chicken."
Developed with brand partner Bromelia Produções, the land opened on 26 September, a date that coincides with the 20th anniversary of the Galinha Pintadinha brand. FORREC describes the addition as a major new element of the park's family offering.
Design and planning roles
FORREC worked closely with Beto Carrero World and Bromelia Produções throughout the project, contributing experience design, planning and multidisciplinary design. The team led programming and master planning for the land and also contributed to creative development of the narrative across the built environment, rides and attractions.
The company says it set the physical and experiential framework through concept and schematic designs covering architecture, interiors, landscape architecture, signage, creative design and show set design. That work, according to FORREC, translated the visual language and storytelling of Galinha Pintadinha into a land where visitors of all ages can explore, play and relax.
Peter Marshall, creative director at FORREC, said the project shows the benefits of having a multidisciplinary design team and a world-class park operator engaged in the creative process from the start. He added that working with Beto Carrero World and Bromelia Produções, alongside creative and technical partners, allowed each discipline to take part in the storytelling and to apply its design skills to a purpose-built environment that is playful and engaging and shaped around the needs of young children and their families.
What the land includes
The land brings together a range of experiences:
- live entertainment at the central barn stage;
- character encounters and meet-and-greets;
- themed environments and recreation areas;
- a retail location;
- food and beverage options.
The Galinheiro das Divas flying round ride, manufactured by the Zamperla Group, adds a further layer of interactive entertainment.
Entertainment and show development
Award-winning production company Hasbas led the project's entertainment and show development. Creative directors Sylvia Hase and Steve Bass oversaw the shows, the show area and music production.
According to FORREC, the result is a coherent, immersive space in which architecture, landscape, interiors, graphics, rides, visual storytelling and live entertainment combine to serve Beto Carrero World's youngest visitors.
Marshall said it was rewarding to see the design come to life so vividly and with such care, noting that the team immersed itself deeply in the intellectual property and the design process — planning, illustrating and modelling — and walked through the scheme many times in virtual reality. He observed that it is uncommon for a team to take part all the way from concept to construction, and rarer still for the finished result to exceed expectations.
The Vila da Galinha Pintadinha development forms part of Beto Carrero World's continued expansion and investment in new visitor experiences, and serves as a dedicated destination for the park's early-childhood audiences. FORREC art director Uri Grinbaum has separately shared insights into how storytelling is evolving from something audiences watch into something they can enter, influence and share.