01
Onboarding · interactive
Capybara-
booom
“CAPYBARABOOOM” — an exhibition inspired by the worldwide hype around capybaras.
Capybarization zone
Capybarius
CapyBro · Sports
Tangerine booom
“CAPYBARABOOOM” — an exhibition inspired by the worldwide hype around capybaras.
Capybarization zone
Capybarius
CapyBro · Sports
Tangerine booom
The planet’s most meme-worthy animal —
for the first time, the star of an entire 500 m² exhibition.
Project showreel · click to play
“CapybaraBooom” is a character-led universe built from scratch: characters, a world, a phygital exhibition and a wider ecosystem, all developed from one question — why did the world fall in love with capybaras?
Capybaras took over social media for a reason: in a world of anxiety and overload, their image became the perfect meme for the moment. The Moskvarium exhibition turns this cultural phenomenon into a high-emotion space — alive, playful, visually bright and kawaii.
The format is edutainment: scientific facts are embedded in the mechanics. Visitors don’t just read panels — they act, compete and leave with a story.
Key visual
Merch line
7 zones, a quest, capycoins. Visitors don’t just observe — they spend 90 minutes inside the universe.
From ages 3 to 99: play for kids, irony for parents, and Gen Z aesthetics without compromise.
Every zone is designed as a ready-made shot for stories. Organic sharing is built into the experience.
Digital gifts and online activations — the experience continues beyond the venue.
Facts about capybaras are built into the mechanics. Visitors learn something new without feeling like they are being taught.
4 characters with distinct personalities, backstories and merch. Not just a mascot — a living universe.
HallCapybarization
CapybariusAmazon
CapyBro
Capybara-san
Capybara-boy
Tangerine booomShop · merch
OverviewOnboarding
CapyQuiz
Capybarius
Amazon · 360°
Sports zone
Mirror wall
Arcades
Photo zone
OpeningEntranceProfessor Capybarius
Quiz screen
CapycoinBamboo barbell
LED zone
Point of silence
Capybaraoke
LED floorBall pitAmazon7 zones
one route · ~90 minutes
Onboarding · interactive
Capybarius · edutainment
360° · roller coaster
Sports zone
Glowing lotus · orb
Arcades · karaoke · dancing
Ball pit
The 4 final characters grew out of dozens of alternative versions. Each capybara has its own world, backstory and silhouette logic — from a hand-drawn sketch to a 3D render ready for the exhibition space and the merch line.
Floats above a lotus. Brings visitors into a state of zen — effortlessly and without words.
Donuts for energy, music in her ears. The most light-hearted capybara in the exhibition.
Star-shaped glasses, a purple blazer and a party spirit. The most stylish capybara in the exhibition.
Lifts a bamboo barbell, wears a hoodie and believes in morning workouts. Proud. Absurd. Viral.
The full cast of the universe: mascot guides, crossover looks, special editions and collaborations. Each one has its own personality, costume and vibe.
From references and moodboards through dozens of 3D iterations to four final capybaras. Six key milestones of the process. Click any card to view it full size.
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A graphic system for the route: 7 zones, 21 installations and a consistent visual grammar. The map works both as navigation and as a standalone poster.
The flagship visual for outdoor advertising. The exhibition identity grew out of it.
A wristband with an RFID tag lets visitors collect capycoins at RFID stations across the zones — a single game currency for the whole route.
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Every visitor moves through the route as a player. Each zone offers tasks and coins from the exhibition’s internal currency.
The leaderboard updates in real time. Visitors know where they stand — and want to climb higher.
4 characters, backstories, a merch line and tone of voice — beyond a mascot, toward a franchise-ready world.
7 zones, 21 installations and a quest mechanic with capycoins. Visitors don’t just observe — they live inside the story.
A team of 30+ people: illustrators, set designers, interactive developers, installation crew, opening team and touring production.
Merch, a café and gifts turn the exhibition into a full themed experience.
A great project is when there’s something for the visitor to remember.
Route dramaturgy, the character-led universe, the “don’t stress” philosophy, brand character and tone of voice.
4 characters, kawaii styling, color system, typography and merch line.
7 zones, a 90-min route, 21 installations, technical briefs for contractors.
Internal currency, quest structure, interactive “capybarization” and “Capy or No Capy”.
The capybarabooom.ru site, digital gifts, online activations and after-visit mechanics.
Team, budget, venue, contractors, installation, opening and touring setup.