Our interfaces and games stimulate people to connect with eachother, work together and have fun.

How? Check below, or get in contact now.

WORK

WE MAKE PEOPLE PLAY, THINK AND ACT.

We create the unexpected by changing the rules of the game or altering the environment. We catch people off-guard, but seduce them into playing. This triggers them to adapt, be creative and learn. 

We've made projects based on all kinds of themes such as sports like football, boxing, basketball and snowboarding, but also about science, music and art.

Painstation is a two player game of Pong that reverses the reward mechanism of common computer games. In stead of glorifying the winner it physically punishes mistakes, making people think about their role in the game and their relationship to the other player. This game has been a crowd pleaser many many many times.

Street Furniture is a site specific installation that was made for Dutch Design Week at Area 51 skatepark in Eindhoven. It is a skateable living room, challenging skateboarders to adapt to the new environment and the visitors to reevalute the relationship between form and function. Skateboarders were happy to experiment. Bonus feature: massive media coverage.

AND WE MAKE PEOPLE WORK TOGETHER.

Getting people to work together can be challenging. It requires understanding and communication. One of the scenarios we use is to create a simple game that allows the players to quickly understand the objective, but gives them the opportunity to create their own tactics and ways of working together. The learning process develops organically and the players have more fun. The process is the outcome of the game.

This version of the classic game of Snake is played differently from the version that was on Nokia phones from some time ago. The controllers are on all four sides of the square allowing players to either work alone or in teams. One player or team operates the yellow foot controllers and the other operates the red ones. Strangers become team mates and engage with eachother and the game.

This objective of this Amazing game is to simply get the ball through a maze into a hole. However to do that the players have to work together by coordinating the tones of their voices. Each player controls the raising and lowering along one axis of the field, but because they have to control the tone or pitch of their voices they can't really discuss. When played by trained vocalists it's a pleasure to watch and listen, but sometimes...

AND WE MAKE PEOPLE INTERACT WITH BRANDS.

Through interaction on a personal level we reduce the distance between people and brands. We develop scenarios for brands to be more like humans to behave and communicate in a way that people can really relate to.

Everyone's an Artist is an online tool that allows visitors to contribute to the making of an alternative brand identity for the Centraal Museum, in Utrecht the Netherlands. They do this by uploading an image which an algorithm transforms into a unique image of colored dots. This fun little interface gets people to understand the concept of the museum through active participation.

The Nike ID Rubiks cube above is a very simple solution to show people the multiple color options for Nike Dunk sneaker. It allows them to play and create their own color combinations, reversing the traditional object of the game. It was displayed at all premium Nike retailers across Europe and heavily used. People loved it for its surprising simplicity and old school fun interaction.

AND HAVE FUN!

ABOUT US

We are a collective of fun loving creative strategists, social and experience designers, technicians, hit producers and all around good people. We value personal connection and communication as well as the creation of highly effective work.

Our studio space and workshop is located in Amsterdam, the Netherlands, but we work all over the world.

Get in contact for more info. We would love to meet.

We have worked with many different types of organizations, ranging from cultural instutions to global brands and local businesses.

Nike, NEMO Science Museum, Red Bull, O'Neill Surf, Centraal Museum, Dutch Design Week, Goethe Institut, Der Bundespräsident, National Football Museum Manchester and others.

NEWS

NEW INTERACTIVE PLAYGROUND AT COMPUTERMUSEUM GERMANY.

It has been 50 years since the first humans set foot on the moon. The Heinz Nixdorf Museums Forum celebrates the role of the computer in that achievement with a big exhibition.  The images above are from the play area in which children can experience the journey through several games. From operating the space module and moon lander to navigating the lunar landscape in the rover and eventually leaving a footprint on the surface. It's a small step.

CONTACT

You're always welcome to meet in our studio in Amsterdam or in any of the other fine establishments around town. We'll also gladly e-mail back and forth if we have to.

JOBS

Let's work together. If you have something that you think can add value to our projects, tell us about it. If you're looking for an internship, give us a call or drop by.

ADDRESS

THIS MUST BE THE PLAYS
Baarsjesweg 204
1057HS Amsterdam
Email: mailus@theplays.club
Call +31646078282 - Jurjen

LET'S PLAY! JOIN THE CLUB.