The world’s first phygital park based on the Soyuzmultfilm universe: 10 interactive zones and 14 games where beloved cartoons become tangible.
Cartoons that shaped children and their parents.
Soyuzmultfilm was founded in 1936 as the Soviet answer to Disney, and by the 1970s–80s had become Europe’s largest animation studio. Its legacy includes more than 1,500 films and over 400 festival awards. Cheburashka, Hedgehog in the Fog, Karlsson-on-the-Roof, Winnie-the-Pooh, Vovka in the Far Far Away Kingdom: characters people in Russia know by heart.
Soyuzmultpark brings this universe into physical space. It is the world’s first phygital park dedicated to Soviet animation: 10 interactive zones and 14 games across 2,500 m² and three floors, powered by 69 projectors. Classic cartoons become tangible. A Hello Computer team of more than 50 specialists spent a year rebuilding the characters and their worlds from scratch, recording new voices and developing the game mechanics. AR, XR, ToF, BLE and motion capture serve one purpose: the visitor steps inside a legendary story and experiences it firsthand.
Soyuzmultpark · VDNH, Pavilion No. 7 · watch on YouTube
The zone is built around fog and constellations. Through set design and light, visitors help the characters see the constellation and find their way home. The mystery of the space is intensified by original music and sounds triggered by touching the projections. Four games: light the path, find the bundle, help the Hedgehog and the Fish, and assemble the constellations.
Each zone lives according to its own cartoon, with its own light, sound and set of games. Visitors wear an RFID wristband, complete missions, collect points and receive their photos and videos by email. AR, XR, ToF, BLE and motion capture allow dozens of children to influence a shared projection at the same time. No headsets or personal devices are required, making the format safe for any age.
At the centre of the zone stands Professor Seleznyov’s actual spaceship. The floor becomes a multimedia shooting gallery: soft balls fly into the projections like targets in an arcade. Nearby is a flower mirror where visitors can try on character costumes, take a funny photo or video and send it to their email. Three games: save the robots, protect the animals, and the flower mirror.
The zone is dedicated to the three fairy-tale worlds Vovka travels through. Help the Tsar paint the fence, heat the stove, relax on the throne and build a castle together with the Wise Vasilisas. Five games: heat the stove, feed Vovka, help the Tsar, the lazy throne, and visiting the Vasilisas.
Some zones are built physically: Winnie-the-Pooh’s house with a hollow to crawl through, a painted forest, three-dimensional textures children can climb into. Set design and projection work as a pair: one gives you touch, the other gives you scale and movement. A child first feels the world with their hands, then watches it come alive.
A giant filmstrip brings Soyuzmultfilm’s golden collection into one space: Winnie-the-Pooh, The Bremen Town Musicians, Prostokvashino, The Ladybird. The history of animation becomes a walk through interactive frames. Visitors move along the filmstrip and launch their favourite scenes themselves.
Collaborative development of the park concept within the Hello Computer team: what kind of park it should be, how the visitor experience works, and which cartoons shape the zones.
Development of scripts for several installations: game logic, the visitor route inside each zone, and how a cartoon becomes an interactive experience.
The visual dimension of the project: the imagery of the zones and how classic animation lives in projections and spatial design while preserving the studio’s original style.
Design and spatial treatment of the zones: atmosphere, light, colour and space as a coherent whole with each cartoon.
Here, the visitor is more than a spectator. They are the main character in a legendary story that responds to every movement.
