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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

How a New Dr. Seuss Experience Strikes a Balance Between Interactivity and Instagram-Worthy Settings

The touring exhibit, now in Toronto, invites people into the world of the beloved children's author. Plus, inside the Green Eggs & Ham premiere in Los Angeles.

Amanda Scriver
November 14, 2019

Guests can walk through a balloon-filled maze in the room for Oh, the Places You’ll go!Guests can walk through a balloon-filled maze in the room for Oh, the Places You’ll go!Photo: Vito AmatiTORONTO—Who wouldn't want to spend a day in Whoville or pass the time learning from the Lorax? Or eat some green eggs and ham?

Proving the enduring appeal of Dr. Seuss and his whimsical creations is a new immersive attraction based on the world of Dr. Seuss in Toronto. And in Los Angeles, Netflix celebrated the premiere of its Green Eggs & Ham series with a colorful event.

"The Dr. Seuss Experience," located in a 15,000-square-foot former Sport Chek location at Mississauga’s Square One Shopping Centre, comes from Kilburn Live, the live events division of Kilburn Media in conjunction with Dr. Seuss Enterprises. Running until January 5, 2020, the interactive experience invites fans of all ages to participate in a nostalgic and whimsical journey.

While the attraction is earning buzz as a family-friendly version of Yayoi Kusama’s “Infinity Mirrors” exhibit at the Art Gallery of Ontario, Kilburn Live C.E.O. Mark Manuel noted differences. “There is a trend for Instagrammable exhibits,” he said. “We wanted to build on this by bringing a fully immersive and interactive experience to the marketplace. The idea was to take the visually stunning aspects of these exhibits and make them more active and thematic.”

The experience offered parents and educators opportunities for teachable moments using messages from each book. Each room displays a quote from the books on the walls. In the Lorax room, “I speak for the trees, I speak for the trees, for the trees have no tongues,” makes a reference to the importance of protecting the environment, while in the Sneetches room, the quote “the day they decided that Sneetches are Sneetches, and no kind of Sneetch is the best on the beaches,” underlines the value of inclusion. Manual explained: “We purposefully tried to avoid overt teaching moments and be respectful of how each person wishes to spend their free time.”

Each room has a theme that designers wanted to feel “instantly recognizable as the story on which it is based, while also feeling new and unique.” While the finished space has been under construction for over a year, Manuel shares, it took three years from ideation to creation and installation. The finished product combines high-tech audiovisual components with sculptures built by fabricators and artisans from all over North America.

Since the exhibit opened in October, Manuel shares that many families have come to the exhibit, but it’s the adults who seem to be having the most fun. “Our goal for the Experience was to take guests back to how they felt when they first discovered the Dr. Seuss books, and to capture that feeling of wonder,” Manual said.

Once the show wraps in Toronto, Kilburn Live has plans for a North American tour with stops in Boston, Seattle, Houston, and other cities.

In the U.S., meanwhile, another fun Dr. Seuss-inspired event took place on November 3. The premiere for Netflix's new Green Eggs & Ham series took place at Hollywood Post 43 in Los Angeles. In addition to a screening, the event offered a family-friendly outdoor experience with on-theme games, snacks, and photo ops.

Series stars, including Diane Keaton, Ilana Glazer, Adam Devine, and Keegan-Michael Key, walked the green carpet, which featured mechanical arms holding skillets and plates of—what else?—green eggs and ham. Outdoors, the venue's parking lot was transformed into "Meepville"; attendees could take photos in a "Chickeraffe cage," make friendship bracelets, and play with building blocks at "Guy's Invention Park." Netflix's in-house events team worked with experiential agency ROCK+PAPER on the event.

Claire Hoffman contributed reporting from Los Angeles.

"THE DR. SEUSS EXPERIENCE" VENDORS:
Production: Kilburn Live
PR: DDB Public Relations
Venue: Square One Shopping Centre

The touring exhibition features themed rooms for guests to explore, each featuring an iconic story like The Lorax (pictured).
The touring exhibition features themed rooms for guests to explore, each featuring an iconic story like The Lorax (pictured).
Photo: Vito Amati
Each room is intended to be instantly recognizable, with clues like the towering clovers from Horton Hears a Who.
Each room is intended to be instantly recognizable, with clues like the towering clovers from Horton Hears a Who.
Photo: Vito Amati
Guests can walk through a balloon-filled maze in the room for Oh, the Places You’ll go!
Guests can walk through a balloon-filled maze in the room for Oh, the Places You’ll go!
Photo: Vito Amati
In The Cat in the Hat room, guests can pick up and play with all the objects on the floor. Eventually, as the items are placed into bins, the bins explode, tossing the objects around the room.
In The Cat in the Hat room, guests can pick up and play with all the objects on the floor. Eventually, as the items are placed into bins, the bins explode, tossing the objects around the room.
Photo: Vito Amati
In the If I Ran the Circus room, visitors can hop a ride on the working carousel.
In the If I Ran the Circus room, visitors can hop a ride on the working carousel.
Photo: Vito Amati
A room inspired by How the Grinch Stole Christmas invites guests to divide into teams and find gifts in the room.
A room inspired by How the Grinch Stole Christmas invites guests to divide into teams and find gifts in the room.
Photo: Vito Amati
Another room was inspired by Did I Ever Tell You How Lucky You Are?
Another room was inspired by Did I Ever Tell You How Lucky You Are?
Photo: Vito Amati
Life-size Sneetches immerse people in the tale about diversity and inclusion.
Life-size Sneetches immerse people in the tale about diversity and inclusion.
Photo: Vito Amati
The team at Kilburn Live said they wanted to create rooms that struck the 'right balance between interactivity and picture-perfect backdrops.'
The team at Kilburn Live said they wanted to create rooms that struck the "right balance between interactivity and picture-perfect backdrops."
Photo: Vito Amati
For Netflix's Green Eggs & Ham premiere at Hollywood Post 43 in Los Angeles, Netflix transformed the venue's outdoor area into a family-friendly experience inspired by the series' setting of Meepville. Rock Steady Productions handled scenic, while Town & Country Event Rentals handled tenting and Quench Staffing handled staffing.
For Netflix's Green Eggs & Ham premiere at Hollywood Post 43 in Los Angeles, Netflix transformed the venue's outdoor area into a family-friendly experience inspired by the series' setting of Meepville. Rock Steady Productions handled scenic, while Town & Country Event Rentals handled tenting and Quench Staffing handled staffing.
Photo: Marissa Joy Photography
Series stars, including Diane Keaton and Adam Devine, walked the green carpet, which was covered in shrubbery, flowers, and—of course—mechanical arms holding plates of green eggs and ham. Pigsty Studio handled florals, while Jackson Shrub provided all hedging and greenery.
Series stars, including Diane Keaton and Adam Devine, walked the green carpet, which was covered in shrubbery, flowers, and—of course—mechanical arms holding plates of green eggs and ham. Pigsty Studio handled florals, while Jackson Shrub provided all hedging and greenery.
Photo: Marissa Joy Photography
Attendees could take photos in a 'Chickeraffe cafe,' another reference to the show. Additional event vendors included De Los Suelos for audiovisual production, Primo XL for flooring, and the Atwater Art Co. for printing.
Attendees could take photos in a "Chickeraffe cafe," another reference to the show. Additional event vendors included De Los Suelos for audiovisual production, Primo XL for flooring, and the Atwater Art Co. for printing.
Photo: Marissa Joy Photography
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