PIGEON FORGE, TN - Johnson Architecture will partner with Safe Harbor Development to provide experiential thematic design for The Play District: Powered by Hasbro, which will offer indoor family fun inspired by iconic Hasbro brands in Pigeon Forge.

Johnson Architecture partners with Safe Harbor Development to provide immersive thematic design for The Play District: Powered by Hasbro, which will offer indoor family fun inspired by favorite Hasbro brands. The Pigeon Forge attraction is under construction and set to open in summer 2027. Image by Safe Harbor Development

"Designing memorable places is at the heart of what we do,” said Jeff Williamson, president of JAI. “We're excited to partner with Safe Harbor to create a unique family entertainment destination for East Tennessee."

Knoxville-based Safe Harbor Development  announced plans in June for the new destination attraction, which will include the NERF Action Xperience, Peppa PigPlaytime, and Planet Playskool. The experiences feature an obstacle course, laser tag, NERF ride, and interactive play with brands like Play-Doh and Transformers.

“The Play District: Powered by Hasbro is more than an entertainment venue – it’s a reimagined family destination designed to create happy places and smiling faces,” said Darby Campbell, founder and chairman of Safe Harbor Development.

The approximately 50,000-square-foot family attraction is under construction at 2046 Parkway in Pigeon Forge, the former Smoky Mountain Opry site, and is expected to open in summer 2027.

Johnson Architecture has extensive experience designing themed entertainment environments, including planning and thematic design for popular theme parks such as Dollywood and Kentucky Kingdom, as well as habitat and facility designs for Zoo Knoxville.

Founded in 1994, Johnson Architecture is a full-service design firm offering planning, architectural, and interior design services for a variety of facility types. The JAI team has members who specialize in commercial, education, healthcare, residential, tourism, restaurant, and spiritual developments of all sizes. Notable clients include Blount County Schools, Clayton Homes, DENSO, Dollywood, Eastern Band of Cherokee Indians, Knoxville's Community Development Corporation, RT Lodge, Tennova Healthcare, and The University of Tennessee. For more information, visit jainc.com.

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