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Genentech / Corporate gathering
Midwayville
A pop-up theme park built around playing together.
300Guests
60Performers
Team playAt the heart of it
A little make-believe. A lot of participation.
Three hundred guests entered Midwayville, a participatory pop-up theme park where teams collected Storybucks toward the Goldfire Round. Sixty performers helped bring the world to life.
Rather than watching from the sidelines, guests became part of the experience. Themed encounters, live characters and shared challenges gave teams an active role in the world around them.
Historical Midwayville work from the team’s portfolio. Attendance and performer counts are documented on the original project page.
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