THE DRAGON’S DEN
To build global excitement around the Game of Thrones prequel, House of the Dragon, we showed up at San Diego Comic-Con with an in-world immersive experience that transported guests into a Targaryen-ruled Westeros. Fans, the show’s cast, and creator George R.R. Martin were tested to prove themselves true Targaryens, and ultimately demonstrate that they were worthy of bonding with a dragon.
40+ actors, musicians, and combat trained guards took guests through seven dynamic phases in our Dragon’s Den, culminating in each guest hatching their personalized, virtual dragon egg in a new augmented reality app, House of the Dragon: DracARys.
ROLE: Creative Director
RESPONSIBILITIES: Concept development, art direction, and team oversight
DELIVERY: Experiential and content
100+ PRESS HITS INCLUDING:
Adweek / Gizmodo / IGN / Variety / LA Times / The Knockturnal / Hi-Def Ninja / San Diego Tribune / SyFy / ScreenRant / Hollywood Reporter
THE EXPERIENCE:
Walking in the footsteps of Targaryens, attendees were guided by a Dragonkeeper through a 20 minute ceremonial dragon bonding and hatching experience. From the caverns of Dragonstone to the ancient Red Keep, guests were lead through several dynamic phases, encountering special interactions, and sensory elements on their journey.
WELCOME TO KINGS LANDING:
Buzzing with merchants, blacksmiths, musicians, and the patrolling City Watch, your experience starts in the Flea Bottom marketplace. Here you might have a run-in with a pickpocket, peruse Dorne’s finest spices, learn of the upcoming tournament or even get caught in the middle of a steel dispute.
INTO THE RED KEEP:
Your group enters through the doors of the Red Keep where you come face-to-face with a burned and scarred Targaryen Dragonkeeper. They impress you on the seriousness of dragon bonding. After a few words of warning, you’re given a final chance to turn back.
CHOOSE YOUR DRAGON EGG:
Those brave enough to face the flame are led to the Dragon’s Nest to select their very own dragon egg. You step into the salty air of a seaside cave. In the center of the room stands an iron nest where, like shiny jewels, 12 colorful eggs sit on a bed of hot coals.
FACE THE ANCESTORS:
After receiving your dragon egg from the fire you must now face Balerion in the Skull Room, seeking guidance and courage from dragons before.
HATCH YOUR DRAGON:
Deep inside a Dragonstone volcano, place your egg into one of the sulfuric vents and pray that it hatches.
Guided by a rope, you and your group then venture into the the dragon’s den to face the dragons. Using a variety of special effects (including a pulsing “dragon belly”), the nearly pitch black cave comes to life with unseen dragons.
TAKE THE THRONE:
From the darkness, guests are greeted by royal handmaidens to enter the Throne Room. Surrounded by court musicians and the Kingsguard, its time to seal your bond on the Iron Throne. As a final takeaway, guests were given a dragon egg pin as memorabilia.
DraCARys:
Having proven themselves true Targaryens, each person will hatch their personalized, virtual dragon egg in a new augmented reality app, House of the Dragon: DracARys, before exiting, enabling them to “raise” their dragon at home.
