CDMX Arcade Gallery
Brand and venue experience for a hybrid cultural space in Mexico City bringing together a museum, arcade gaming, modern video games, events and community. More than an arcade: a place where the past, present and future of video games coexist.
What was the challenge?
The challenge was to create a brand and physical experience for a venue with very different audiences and multiple ways to participate — gamers and non-gamers, families, couples, groups of friends, schools, universities and companies — while connecting different generations of gaming culture.
The client also wanted the identity to avoid feeling explicitly Mexican. The goal was a visual language rooted in gaming culture itself, with a global and timeless character rather than local cultural codes.
What was the idea?
Position the venue as more than an arcade: a place where the past, present and future of video games could coexist. The experience combined play, exploration, learning, competition and community.
The venue concept brought together a video game history museum, retro arcade games, pinball, simulators, VR, an escape room, lounge areas, a cinema room, food and beverage, a media point, merchandising and event spaces.
What was my role?
I led the conceptualization of the brand from scratch, including the naming, logo and visual identity. I also led the conceptualization of the user experience for the physical venue, defining how visitors would discover, enter, navigate, interact with and remember the experience.
My work included the visitor journey, spatial experience, thematic areas, interaction points and gamification mechanics such as challenges, points, rewards and post-visit community engagement.
How did it come to life?
The logo was developed from the visual language of early arcade games, with Space Invaders as a key reference: a pixel-based construction that connects immediately with gaming without depending on a specific country or cultural aesthetic. The visual system uses a neon-inspired palette, strong digital contrast, pixel-based graphic elements and contemporary sans-serif typography.
The experience was designed across three moments — before, during and after the visit. The user journey connected discovery through social media and media partners with web registration and reservations, onboarding, the physical experience, challenges and rewards, and a community layer with content, events, games, discounts and additional benefits.
What changed?
CDMX Arcade Gallery continues to operate in Mexico City as an active space around gaming, entertainment, culture and community, extending the original idea beyond a traditional arcade.
For the brand, the result was a visual and experiential system capable of moving across the venue, communication, merchandise, events and community touchpoints while maintaining a coherent gaming identity.
