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Industry Insider
The Anatomy of a Modern Play Space This observation highlights a fundamental shift in edutainment: the goal is no longer to compete with screens, but to expand that beloved digital interactivity to the scale of an entire room. This is the essence of "phygital" (physical plus digital) design. Today, the most forward-thinking
entertainment spaces are replacing static structures with dynamic, living environments. Floor projections seamlessly morph into interactive lava fields, requiring kids to use physical agility and strategic thinking. Walls are designed to react with bursts of light and sound to every touch. In advanced kinetic zones, a child can step in front of a sensor and instantly become a digital avatar, running, jumping, and navigating through virtual obstacles on a
SUMMER PART TWO 2026
massive screen using only their body movements. Rather than isolating children in front
of personal devices, this approach turns the physical space itself into the interface. It effectively bridges the gap between the physical exercise parents want and the digital engagement children crave.
The Operator's Imperative for the Next Decade For amusement park owners, mall operators, and entertainment investors, this shift is no longer just a trend - it is the new baseline. Interactive environments adapt to the user, increase dwell time, and offer operators the ability to update content and games without the need for expensive structural renovations. The entertainment operators who will
dominate the next decade will not necessarily 29
be the ones with the largest physical footprint or the highest indoor structures. The winners will be those who recognize that physical space and digital experience are no longer separate entities. The merge has already happened. The only question left is: who is ready to build for it?
Tony Tertyshnyk is the founder of Lumotion Studio, a boutique creative production company specializing in interactive installations, immersive museum experiences, kids edutainment parks, and 3D mapping shows. Over the past several years, he has led projects across Europe and the Middle East for brands, including Siemens, Schneider Electric, Ford, Coca-Cola, Ministry of Tourism in Saudi Arabia and many more.
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