Xtra Life

Xtra Life was a category-creation challenge. There was no VR entertainment park in Saudi Arabia. The client needed a brand, a guest journey, a physical environment and a launch strategy — at once.

Silver Wings was brought in at the very beginning. Not to execute a strategy — to build one from scratch, then deliver everything that followed it.

The chance to become someone else for an hour. We built the brand around that emotional promise rather than the technology behind it. Identity, wayfinding, spatial design, even the staff scripts — all engineered to make the moment of stepping inside feel like a threshold.

The name, the mark, the palette, the tone — everything was designed to signal: you are crossing into somewhere different. The "X" and the heart — live your fantasy — became the brand's central symbol.

Masterplan. Brand identity. Wayfinding system. Interior design. Digital booking platform. Pre-opening marketing campaign. Operational brand guidelines for the staff who would run it.

The brand system was built to scale — across gaming zones, food & beverage, merchandise, digital interfaces — while maintaining the single emotional promise at its core.

From positioning to opening day. Xtra Life set the standard for experiential entertainment in the Kingdom — not just in terms of technology, but in terms of how a brand can make technology feel human.