As the first-ever collaboration between Nintendo and an aquarium in Korea, it’s a ground-breaking example of how digital and physical worlds can come together to elevate the visitor experience.
Through interactive elements such as life-sized characters like Tom Nook, Isabelle, and Blathers, visitors are not just greeted with photo opportunities but are also led through a journey of marine discovery. Blathers, who plays an educational role in the Animal Crossing world, becomes a guide for guests in the aquarium, providing marine life facts in a way that’s fun and accessible, particularly for younger audiences.
One of the key innovative aspects is the gamification through the Stamp Rally, which encourages guests to explore different aquarium exhibits, collecting stamps and earning rewards, deepening their engagement with the content. The use of QR codes takes this interaction a step further by offering exclusive digital rewards, such as an in-game Animal Crossing outfit that’s only available at COEX Aquarium.
These elements seamlessly tie together the physical aquarium visit with digital experiences, creating a multi-layered interaction that is both exciting and educational.
Another highlight is the Nintendo Switch zone, where guests can play Animal Crossing within the aquarium itself, blending virtual entertainment with real-life exploration. The experience is enriched further by the merchandise zone, offering exclusive Animal Crossing-themed memorabilia, including limited-edition items, thus enhancing the visit and creating lasting memories for guests.
This partnership is innovative because it pushes the boundaries of how visitor attractions can engage with guests. By merging popular gaming IP with educational content and using interactive technology such as QR codes and app-based elements, COEX Aquarium creates a guest journey that is truly immersive. This goes beyond a traditional aquarium experience, combining entertainment, education, and interactivity in a novel way that appeals to a diverse audience of all ages.
In the context of the Blooloop Innovation Awards, this partnership demonstrates how it has significantly improved how visitors interact with the space, creating a fluid blend of physical and digital exploration. It sets a new standard in the industry for guest engagement, especially in how it combines education, storytelling, and gamification. The collaboration exemplifies the power of IP integration in attracting new audiences, while also offering long-term educational and entertainment value.
Partners
Nintendo