Saudi Entertainment Ventures (SEVEN) aims to redefine indoor entertainment in Saudi Arabia with its ambitious new Transformers-themed entertainment centres. The project is a collaboration between SEVEN and Transformers franchise producer Hasbro, alongside acclaimed design firm AOA, promising an immersive and dynamic experience that will appeal to Transformers enthusiasts and newcomers alike.
These Transformers-themed indoor entertainment destinations in Saudi Arabia will be a world first. The inaugural venue will open in the Al Hamra district of Riyadh.
Guests of all ages will enjoy a range of thrilling and highly immersive experiences set over 10,000 square metres. The Transformers-themed entertainment destination will include state-of-the-art rides and captivating environments that fully immerse guests in the iconic brand’s action-packed world. To complete the overall visitor experience, there will be branded retail, including specially developed merchandise and themed food and beverage venues, leaving guests feeling like they have entered the Transformers universe.
Damien Latham, chief attractions officer at SEVEN, shares insights into the project’s development, objectives, and the broader vision for transforming the entertainment sector in the Kingdom.
Why Transformers?
Transformers has long been a globally recognised and beloved brand, with a history dating back to the mid-1980s. The franchise’s longevity and appeal to multiple generations played a crucial role in SEVEN’s decision to partner with Hasbro for this innovative entertainment venture.
“Hasbro has done a fantastic job in continually reinventing this age-old story and keeping it relevant to the children and beyond of today. The Transformers brand appeals to all ages, from a 5-6-7-year-old right up to a 50-60-70-year-old. There are now multiple generations who have grown up with it, and their children have grown up with it.”
This broad age appeal aligns with SEVEN’s entertainment philosophy of selecting intellectual properties (IPs) that resonate across demographics.
For SEVEN, the choice of Transformers was not just about tapping into an established and popular brand but about creating a partnership where both SEVEN and Hasbro could grow their brand equity. Latham speaks about the importance of a reciprocal relationship: “It’s a partnership philosophy rather than a situation where one or the other is trying to get a better deal.”
See also: SEVEN: bringing a new genre of entertainment to Saudi Arabia
Bringing the Transformers universe to life
The collaboration has been years in the making. It involved careful planning, market research, and extensive design phases to ensure the project would meet SEVEN’s entertainment goals.
“We have this Battle of Cybertron theme, which is a playful way to bring that story together,” he says. “We’ve had so much fun developing it, working with Matt Proulx [Hasbro’s vice president of location-based entertainment] and his team, and conceiving this direction. We’re signing off all the theming now, so we’re physically seeing this design leap off the page and come to life, which is pretty cool.”
The new Transformers-themed entertainment destination will be more than traditional family entertainment centres (FECs).
“It goes beyond a ride-based FEC as a typology of attraction. It really does take things to the next level,” says Latham. The venues will feature a variety of attractions, from high-tech rides and immersive experiences to themed retail and food and beverage options. This is all within a richly themed environment that transports visitors to Cybertron, the home planet of the Transformers.
Transformers coasters and more
These attractions will include cutting-edge rides, such as the world’s first Axis coaster from S&S Worldwide, which was first unveiled at IAAPA Expo last year. This will offer a thrilling experience, reaching speeds of up to 55 km/h.
Axis roller coasters use the latest technology and provide an immersive and themed environment. The ride reimagines coaster dynamics and features patented 4D rotating vehicle technology, free-rotating seats on the x-axis, and the ability to reach peak speeds in 2 to 3 seconds using an LSM launch system. In Riyadh, the coaster will feature a double launch, two upside-down inversions, a height of 14 metres and a track length of 238 metres. The coaster is nearing completion in Al Hamra, with about 80% of construction done.
While each venue will feature similar attractions, variations in multimedia experiences and ride themes will encourage guests to visit multiple locations and ensure a unique experience at each site. “When we pop the coaster into Dammam, and indeed when it goes into our Jeddah location, it will change. So, it won’t be the same every time,” says Latham. In Dammam, the ride will feature a 45-degree lift hill and a 261-metre track. Meanwhile in Jeddah, riders will enjoy a triple-launch feature with a reverse-launch moment and ‘vertical spike’ element, all fully indoor.
The venues will also feature a hyper-realistic dark ride created in collaboration with Triotech, an award-winning creator of media-based attractions,
“When it comes to the dark ride, we are very fortunate to have a great relationship with Ernest [Yale, CEO] and his team at Triotech. We look forward to seeing how that evolves. It’s got all the ingredients to be super awesome.”
A diverse lineup of attractions
The centres are designed to cater to all age groups. They feature a mix of attractions that offer varying levels of thrill and interactivity, from classic amusement rides to the latest innovations in dark ride technology. The ride lineup will feature an array of experiences from renowned manufacturers, including Zamperla, a leading ride manufacturer.
In addition to the flagship attractions like the Axis Coaster and Triotech’s dark ride, the centres will also offer bumper cars, which have been reimagined to include an “Energon link” where Autobot and Decepticon vehicles interact with each other in new ways. “Bumper cars are just this evergreen ride that continues to keep giving,” Latham says. “The fact that we’ve incorporated this Energon link with the bumper cars ride adds a level of interactivity that is really playful. It builds on the legacy of that ride.
“SEVEN’s ambition allows us to continually think about how to take some of those rides that have been around for 50 or 60 years and put new technology with them to push the boundaries and allow that next level, immersive experience.”
Numerous video and VR games, skill games, and live-action experiences that promise to keep visitors engaged further expand the entertainment mix. These elements, combined with themed retail and dining experiences set within environments like the Space Bridge or the Ark on Cybertron, make for a comprehensive entertainment destination.
The retail space is a particularly unique feature. It doubles as an immersive environment where guests can shop for exclusive Transformers merchandise while exploring Cybertron’s iconic structures.
Immersion beyond technology
Advanced technology plays a significant role in creating these immersive experiences. However, Latham says true immersion goes beyond screens and special effects:
“Technology is important. But actually, those moments of theming, where you’ve thought about the story and brought that story to life through the environment, not just through technology—that’s what is vital.”
The design philosophy incorporates storytelling throughout the venues, blending physical sets, special effects, and themed environments with cutting-edge technology to create an experience that is both visually stunning and emotionally engaging. “If you’re in that environment where all those different components come together, and you’re with your friends and family, that’s true immersion.”
He adds: “We’re super lucky that in working with Tom Acomb [chief creative executive] and his team over at AOA. We’re all incredibly passionate about how we evolved this design and what Transformers meant to us.”
The role of AOA in concept and design
The creative partnership with AOA, a design firm renowned for its work in themed entertainment, is key to the success of the project. AOA was involved from the early stages, providing services ranging from pre-concept design development to concept design development. This included concept artwork and the design of the signature Axis ride vehicle.
The firm’s role also extended throughout the design process, offering design management and creative direction.
“We initially got them on a concept level to give us an idea of layout and story and how we might combine all those theming components to give that environment something special. Based on that, we then decided we had to have them at the table all the way through the design process.”
Latham praises the collaboration with AOA, highlighting their ability to deliver a dynamic design that stayed true to the Transformers universe:
“I was so impressed with the team at AOA in terms of how they just unlocked so much more creativity. And, of course, Hasbro was also super happy with that,” he said. Working closely with SEVEN and Hasbro, AOA was able to integrate story elements, theming, and physical spaces in a way that made the Transformers world come alive, providing a seamless blend of technology, narrative, and design.
“It was our first experience with AOA, and we value the experience that we’ve had. Without a doubt, we will be doing future business with Tom’s team; they’ve been fabulous.”
Acomb adds: “We have been on a journey with SEVEN and their leadership team for over three years with a front row view of their ascent. The courage and confidence that they have shown with this project, and their deep commitment to the creative process has been exemplary. We can’t wait until opening day!”
Aligning with SEVEN’s vision for Saudi Arabia
The Transformers-themed entertainment destinations are part of SEVEN’s larger strategy to transform the entertainment landscape in Saudi Arabia.
As the Kingdom continues to diversify its economy under the Vision 2030, entertainment has become a focal point for development, with SEVEN playing a pivotal role in shaping the sector. The company’s portfolio includes various entertainment offerings, from water parks and snow parks to bowling and golf centres. Each is carefully tailored to the demographic needs of different regions.
Latham says the new centres are part of SEVEN’s commitment to delivering world-class entertainment while catering to the unique demands of the Saudi market. “Making sure that the internal IPs that we create and the external IPs that we engage with hit every demographic within the kingdom is super important.”
This means offering attractions that appeal to a broad audience, from young children to adults, and also ensuring gender inclusivity by featuring strong female Transformers characters alongside classic favourites.
Expansion plans and future prospects
The first three Transformers-themed entertainment destinations are set to open in Riyadh, Jeddah, and Dammam, with construction progressing rapidly. The strategic location of these venues ensures accessibility to a large portion of the population. Each centre offers a distinct experience to encourage cross-regional visitation.
Latham hints that, while expanding the Transformers concept to other cities is still on the table, SEVEN is currently focused on ensuring each location delivers a unique, high-quality experience without diluting the impact.
For smaller cities, SEVEN can adapt its entertainment mix to suit local demand, offering “right-sized” attractions while maintaining the essence of the experience. “We have flexible venue types that we’ve got into our secondary cities as well as our primary cities,” Latham says, indicating the company’s commitment to providing world-class entertainment throughout the Kingdom.
A pioneering new entertainment model
SEVEN’s approach with the Transformers-themed entertainment destinations represents a bold departure from traditional mall-based entertainment models. These typically allocate only a small percentage of floor space to leisure attractions. Instead, SEVEN is dedicating 75-80% of its venues to entertainment, with an open, ungated format that allows guests to explore without paying a general admission fee.
“It’s like an ungated theme park,” Latham says. “You can just go in, take a coffee, and be immersed in the overall environment without spending anything if you don’t want to.”
This model emphasises flexibility, with guests choosing which attractions to engage in based on their interests and budget. It positions SEVEN as a leader in the Saudi entertainment market and a potential trendsetter for the global industry.
Looking forward to opening day
As SEVEN ramps up operational readiness for the centres’ openings in the coming year, excitement is building. The company has spent the past five years planning, designing, and constructing the venues. It is now entering the final stages of preparation. This includes focusing on staffing and training, as well as creating standard operating procedures to ensure a seamless launch.
Ultimately, Latham looks forward to seeing guests’ reactions when the doors finally open. “I think the smile on our guests’ faces will make everything worth it,” he says, reflecting the passion and dedication that have gone into bringing this vision to life.
SEVEN’s Transformers-themed entertainment destinations promise to be a game changer for Saudi Arabia’s entertainment landscape, combining beloved IP, cutting-edge design, and a bold new approach to leisure destinations.
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