HARIBO, the globally beloved confectionery giant, is set to bring a new wave of joy and imagination to the UAE with the launch of HARIBO Happy World at Dubai Festival City. This exciting venture marks the first HARIBO Happy World destination in the region, promising an immersive, multi-sensory journey into the brand’s colorful, sweet universe. Partnering with Ground Control Entertainment and facilitated by IMG Licensing, this interactive attraction aims to become a vibrant family destination that transcends the traditional concept of retail or amusement.
With a legacy spanning over a century, HARIBO is renowned for more than just its iconic Goldbears; it has become synonymous with moments of happiness and childhood wonder. The upcoming Dubai installation will transform these cherished values into an experiential reality, inviting visitors to dive into a world where creativity and nostalgia meet. Visitors can anticipate a fusion of interactive exhibits, themed culinary delights, and captivating entertainment, including an outdoor light, laser, and water spectacle at Festival Bay.
“For more than 100 years we bring moments of happiness through our delicious treats. With the opening of the new HARIBO Happy World in Dubai, we are excited to bring moments of happiness to families from Dubai and visitors from all over the world,” shared Kostas Vlachos, HARIBO Chief Commercial Officer Developing Countries and Turkey. This vision underscores a deep commitment to making the brand a living, breathing experience rather than just a product. Mohamed Mahmoud, Founder and CEO of Ground Control Entertainment, echoes this enthusiasm, stating, “Bringing HARIBO Happy World to Dubai is more than just opening a store — it’s about sharing joy, imagination, and the timeless magic of childhood with families across the region. We’re proud to make Dubai the home of this sweet new adventure.”
What sets HARIBO Happy World apart is its dedication to creating a multi-dimensional sensory environment that goes beyond conventional theme parks or brand stores. The venture’s Experience Zone boasts interactive exhibits that immerse guests into HARIBO’s rich history and its signature treats, engaging them on tactile, visual, and gustatory levels. This approach speaks to a broader trend in immersive entertainment, where storytelling and brand heritage intertwine seamlessly with technology to evoke emotional resonance. The integration of themed snacks and exclusive merchandise deepens brand engagement, while the dedicated Birthday Room encourages community and shared celebration, making the attraction both personal and collective.
In the context of immersive media and experiential design, HARIBO Happy World stands as a compelling example of how iconic brands can evolve into destination experiences that blend entertainment, education, and retail. Much like other successful branded environments in the fulldome and larger immersive spaces, this project leverages technology and creative storytelling to establish a distinct emotional connection with its audience. This mirrors developments we’ve seen in planetary and dome venues where interactivity and spectacle foster new ways to connect audiences with stories and memories. The showpiece water and light display at Festival Bay further reinforces HARIBO Happy World’s integration into Dubai’s vibrant cultural and entertainment fabric, ensuring it becomes an immersive landmark.
Within the wider immersive entertainment ecosystem, HARIBO Happy World initiates a promising dialogue between consumer engagement and experiential design. It emphasizes how immersive environments can transcend passive observation, encouraging active participation and emotional investment. By tapping into the universal theme of childhood joy and nostalgia, it can resonate deeply across diverse demographic groups, making it a relevant and forward-thinking addition to global immersive media offerings. As immersive environments continue to expand—both in museum spaces and portable dome formats—initiatives like HARIBO Happy World illustrate the exciting potential for brand-driven experiences to innovate within this dynamic landscape.
Opening its doors on November 27, 2025, HARIBO Happy World Dubai will not only celebrate a century of sweetness but also chart a new course for immersive entertainment in the region. For fans of immersive media and experiential storytelling alike, it promises to be a treasure trove of visual delight, interactive magic, and shared delight, aligning with broader trends of innovation and emotional connectivity shaping the future of immersive experiences worldwide.
Originally reported by IPM News via www.inparkmagazine.com on 2025-11-20 06:43:00.
Read the full original article here: www.inparkmagazine.com