TITLE:Tweens in training
SOURCE: Contract (San Francisco, Calif.: 2000) 50 no2 54 -8 F 2008
COPYRIGHT: (C) Copyright (2001) VNU Business Publications, USA. All rights reserved.
Sure, there's something to be said for kids kicking back with unstructured playtime. But today's youth, particularly the tween generation (ages 8 to 12), are more likely to chill out with some type of high-tech gadget in hand. Given this demographic's ever-increasing level of comfort with technology, Motorola and Gensler teamed up to create the ultimate, hands-on learn/play environment -- M-Lab. Located in Sunrise, Fla., within Wannado City, America's first indoor role-playing theme park for kids, the 1,200-sq.-ft. M-Lab is an "edu-tainment" venue that exposes kids to science, technology, and innovation.
Lea Fasso, Motorola's public relations manager, explains that the company felt the M-Lab project was one that could not be missed. "Wannado City is just down the street from our facility, so it was a perfect fit for our brand as well as a way to expose kids to careers in technology." Knowing the design of M-Lab was critical -- it had to look realistic for savvy tweens to enjoy it -- Motorola was thrilled to have Gensler on board. "It had to be a totally immersive experience. It wouldn't be believable if every design detail wasn't thought through" Fasso remarks.