We are proud to announce that Stoerrr has been selected to develop the new Kids Experience for Yas Plaza Hotels.
Yas Plaza has recently evolved from a collection of individual hotels into one unified, five-star hospitality destination. As part of this transformation, an existing ballroom of approximately 750 m² will be converted into an extensive Kids Club for children of different ages, complemented by a dedicated experience for teenagers.
Studio Stoerrr will create the strategic and creative foundation that brings the entire experience together. Our role is to transform the Kids Club from a beautiful play environment into a distinctive and ownable Yas Plaza family destination.
One Connected Family Journey
The new concept will connect indoor play, outdoor exploration, creative activities, climbing, discovery, celebrations and family hospitality through one overarching story.
Rather than approaching these elements as separate facilities, we will create one connected family journey with a clear identity, purpose and personality. The concept will be rooted in the Yas Plaza brand and its five-star positioning, while remaining locally relevant and accessible to families from the UAE and around the world.
Storytelling will form the heart of the experience. It will provide the creative framework for the design, activities, communication and guest journey—adding that extra layer of imagination that turns a Kids Club into a destination children will want to return to.
From Play Space to Year-Round Experience
Stoerrr will develop an age-responsive activity and experience programme for children through to teenagers. The programme will combine play, education, movement, creativity and discovery, drawing inspiration from the UAE’s nature, culture and environment.
Alongside free play, the experience will include signature activities, facilitated workshops, seasonal themes and programmes for hotel guests and local families. This will create opportunities for repeat visits, holiday programmes, celebrations and premium family experiences throughout the year.
Our assignment includes:
- Concept review and development of the family brand foundation
- Creation of the overarching story and experience principles
- Multi-age activity and educational programming
- Development of signature experiences
- Integration of indoor and outdoor guest journeys
- Guidance for design, marketing, engagement and merchandise
- Strategic advice on family-focused leisure and social play
The result will be brought together in a comprehensive Kids Experience & Activation Playbook, providing Yas Plaza and its partners with a clear framework for design, programming and future activation.
We are excited to collaborate with Yas Plaza Hotels and contribute our expertise in storytelling-led kids and family experiences to this ambitious destination. Together, we will create a meaningful, memorable and distinctly Yas Plaza experience—designed to inspire children, connect generations and enrich the stay of every family.