Netflix’s Squid Game: The Challenge Premiere
Experiential Design & Photo Opportunity Installation
While working at Blueprint Studios, I was responsible for designing a large-scale step-and-repeat installation for the premiere of Squid Game: The Challenge, created for Netflix.
The goal was to create a visually striking photo opportunity that captured the recognizable aesthetic of the series while delivering an engaging, immersive experience for guests.
Challenge
The installation needed to translate a highly recognizable visual identity into a physical, interactive environment. It had to be bold, memorable, and functional—serving both as a branded backdrop and a space where guests could comfortably engage and take photos.
Balancing visual impact with spatial design and flow was key to ensuring the installation worked effectively in a live event setting.
Role
Concept development and design of the step-and-repeat environment and central installation feature.
Process
The concept drew directly from the show’s visual language, focusing on its bold color palette and iconic symbols.
Explored multiple design directions using signature elements such as magenta, yellow, black, and graphic splatter motifs
Developed a central concept around the show’s piggy bank, reinterpreting it as a large-scale, interactive focal point
Designed a life-size inflatable piggy bank filled with prop money stacks to enhance visual storytelling and recognizability
Considered spatial flow to ensure the installation functioned both as a backdrop and a walk-through photo environment
Refined the final direction based on client feedback, resulting in a more focused palette of magenta and black while maintaining the core concept
Solution
The final installation combined bold branding with a dimensional, interactive centerpiece. The partially embedded piggy bank created a unique visual moment, allowing guests to physically engage with the environment while maintaining a strong branded backdrop.
Outcome
The installation delivered a memorable and highly shareable photo opportunity, aligning with the visual identity of Squid Game: The Challenge while enhancing the premiere experience through scale, interaction, and recognizability.
Tools
Adobe Photoshop · Adobe Illustrator · AI (for presentation purposes)
