Art of Play

Hosted at Pratibus, Art of Play is an emotional and experiential journey to discover the gaming world and the Hello Kitty universe through 16 innovative and exciting interactive installations to rediscover your inner child thanks to the timeless icons of the gaming world.

The experience is made unforgettable by the mascot teddy bear Teddy who welcomes you with spectacular and multi-sensorial special effects and by Hello Kitty, the famous Sanrio character, one of the best-loved pop icons of all time, protagonist of an area celebrating the brand's 50th anniversary.

Hello Kitty World, thanks to a series of installations dedicated to one of the best-known representatives of kawaii culture, invites you to immerse yourself in her history and passions thanks to surprising interactive scenarios in every room. At the end of the exhibition you can treat yourself to a sweet break in the Hello Kitty Café, the pastel-coloured bar where you can enjoy an extraordinary and unparalleled experience among themed products and decorations.

Among the immersive installations:

• Play Icons presents a selection of the most famous toys that have marked history, thrilling and inspiring entire generations to the present day.
• Spectrum celebrates colour as a tool for play and creativity, demonstrating how it can be transformed into an artistic and multi-sensory experience, with optical illusions, shadows and kaleidoscope-like lighting effects.
• Hug Me is the installation dedicated to teddy bears, in which soft toys of different sizes create a scenographic composition.
• Doll House is the extraordinary recreation of a life-size doll's house, exploring a world of fantasy and nostalgia, between the different rooms of the house, with interactive elements.
• Live in Color invites you to dive into a world of bright colours and become an integral part of the artwork itself.
• Brick World is the place where construction is an iconic game, which has inspired and stimulated the creativity of children all over the world through simple coloured bricks.
• Arcade offers you total immersion in the unique atmosphere of the video game arcades of the 1980s, faithfully recreating the aesthetics of that period.
• Sweet Bedroom is the installation dedicated to Hello Kitty's bedroom where you can immerse yourself in the unmistakable aesthetics, a mirror of her fresh and lively personality.
• Karaoke Secret Room is a tribute to Hello Kitty and Japan and offers you the opportunity to immerse yourself in Japanese pop culture in a fun and interactive way.
• Play More celebrates togetherness and sharing through the most iconic board games reinterpreted in a surprising and colourful way. Rediscover the joy of playing together, remembering how gaming can connect and provide moments of complicity.