Play Again

Play Again for Imaginarium

Created in 2019

Play Again is the second project we developed during the Communication Design Labs Master of IED in Madrid.
This project was created for Imaginarium, the famous Spanish toy brand. 


Imaginarium asked us to design communication solutions to reinforce the brand vision over education,
experience and innovation and to adapt them to the interests and needs of parents and children.


“Play Again gives parents opportunities to stand together, 
help each other and extend the life of their old toys 
by taking sustainable and social choices”

Play Again is not just a project, but it’s an entire eco-system of experiences and activities that people can reach from any point.
It’s been created based on the parents’s needs and pains and on the Imaginarium’s necessities and strenghts.


26% unemployed
More than 50% don’t have their own house
Use social media (Instagram the most)
Care about sustainability
Support social projects
Love brand with their same values
Prefer to go to stores to buy toys for the kids
Keep searching for advises to improve as parents



Educational toys
Have heritage
Spread happiness
Offer holistic experiences
Make better kids and parents
Help families
CSR company
Need to improve communication and platforms

This is Play Again with all its main activities: toys donation, naked shop, recreate toys, swap the toys, moving workshop and the platforms.


Parents and children can bring their old toys (of any brand) to the Imaginarium stores. Before donating them, we just ask them to tell us something about the toy and their relationship with them (toy’s name, how they met, what kind of superpower the toy has, etc.).
Most of the toys will be donated to Goodwill Industries and the parents can collect membership’s points for the Imaginarium Club.

The idea is to use the iconic and famous door of Imaginarium and to put the box to donate on the kids’ side in order to involve the children in the process and transmit them the values of sharing, recycling and donating.




Here there is a simple step that Imaginarium can do to make the difference and work to create a better future for the next generations. Inside the stores the products can be shown without the packeaging and also at the moment of the purchase the client has the choise to buy the toys without the pack. 
In this way Imaginarium can easily recycle all the packaging and the clients are involved in the process. 


This is an activity to breath new life into the old Imaginarium toys, to bring back nostalgia, give more values to the toys and give to parents a moment to create and have fun with their children. 
The video show the process of recreation mixing old and natural elements. At the end the kids will also insert an heart that sybolized the superpower of the toy. The children will also create a re-birth-day certificate of their new friend. 
This workshop can be easily insert among the other workshops that Imaginarium is already running into their stores.


This is another way to bring people to the Imaginarium stores. People will be invited to this event and asked to bring their old toys to exchange them. This is a good way to find a new owner to the toys, bring happiness to the kids, share memories and experiences and generate more traffic (increasing the selling) inside the shops. 


One of the missions of Imaginarium is to spread happiness and help the kids to learn through playing. With this inniciative Imaginarium can bring the happiness where is needed, expanding the limit of the stores. The brand can collaborate with social institutions and create tailored workshop depending by the necessities of the kids. In this way the experts of Imaginarium will leave the stores and become more socially active and involved. 




To integrate Play Again with the Imaginarium brand and highlight the CSR soul of the brand we proposed a landing page on their website. It will show and explain the entire ecosystem with all the activities. Than, to reach the perennials and spread Play Again Imaginarium can create a special account for Play Again.


The storytelling for the promotion of Play Again is build around the belief that toys have superpowers.

The toys are one of the more important things during the childhood, but most of the time they are throw away and wasted just because the children need and want different toys. But, as Imaginarium knows, the toys have a lot to give to the kids and this is what we like to call superpower. They are crucial to develop a lot of skills and that’s way we want to try to save the toys. We want to extend their life and give them the chance to Play Again. 

Here some simple prototypes.

On the left, an example of pop-up promotion.
It’s a big pop-up box with play tunnel inside in with kids can play with. 
It will be used mainly to give information about Play Again, but can be used also to test new toys and receive new members for the Imaginarium Club.
It will be made of recycled rubber, which is a sustainable, cheap, soft and safe material, perfect to deliver our values and for children. 
It can be placed in quares or used during events. 

Thanks to:

Sooji Kim – for creating this project together

Ugo Ceria and Manuel Toro – for the precious tutoring

Mor+ for Room23

Mor+ for Room23

Mor+ was created in 2019

During my Master at IED Madrid we collaborated with Arcelor Mittal to their Room23 project and Mor+ is the concept that my group presented. 
Arcelor Mittal is a multinational steel manufacturing corporation, guided by a philosophy to produce safe, sustainable steel.
Actually the world’s largest steel producer. 


Room23 is an open innovation consortium that allow the technological and user partners to research and improve their techonology and services. 

In the specific, the technological parteners (Baragaño, Cosentino, Roca, Geopannel, Normalux, Ecus) will test new technology initiatives around Technologies for People, providing flexible and modular habitats, while the user parter (Hotel Palacio Ferrera of NH Collection in Avilés) will implement and test innovations in their business.

Arcelor Mittal asked us to develop three main areas of this project finding solutions suitable for Avilés and that could be implemented globally :
 Services / Value Proposition 
 Data / Research

Mor+ for Room23


Mor+ is the concept that we want to apply to Room23.
It covers the three essencial component of a place and this is foundamental since an hotel room is considered as a non-place, a place that people have no real attachment to.  We need the guest to feel this connection with the room in order to create a tailored one-of-a-kind experience.

Here’s the three components of a place and how Mor+ can add value to it in Room23:

• Function and use of the space – through hotel service know how’s
• Physical attributes of the space – through modular design
• Meaning and emotion of the users – through local and authentic experiences



We proposed to use a webapp to collect data from the guest in order to create a personalized experience for them and know what to improve about space, services and products for the partners. The webapp is created to drive and assist the guest from the booking process to the post-stay. It can be available both on computer or smartphone.



Always through the webapp, before booking the room, the guest has the possibility to select ad reserve one of the available plugin for Room23.
A plugin is an extra room with a specific theme that is attached to Room23. It offers to the guest a more immersive and personalized experience.
Down here how it works and which plugins are available.


• Working station
• Relax room
• Hangover room


• The outside inside
• Biophilic design
• Sand floor


• Glass structure with camping kit
• Rain curtain
• Grass floor

Moreover, Room23 is a modular room. This means that can easily be moved and transported.
With Mor+ we wont to go further and in the future Room23 will be positionable even outside the city in more natural places.


Once the plugin is booked the only thingh the guest has to do is reserving optional experiences to add to his stay.
We created nine personalized experiences that will help the guest to dive into the local culture and discover the territory.

All the experiences needed to be very local but applicable on a global scale.
With Mor+ we think globally in a local scale 

The nine experiences where divided in three main groups: food, culture and laisure.
With the video you can get a taste of the experiences with Room23.

Thanks to:

Alejandra Orellana – especially for user journey and business models

Erick Reyes Alva De La Selva – especially for plugin development

Jesada Noenlop – especially for plugin development and rendering

Mariana González Vega – especially for concept creation and storytelling