At the heart of one of Southern California’s most iconic shopping destinations, Soft Play partnered with Simon Property Group to reimagine the play experience at Fashion Valley Mall. This latest installation marks the third evolution of play at the center—reflecting an ongoing commitment to innovation, community connection, and immersive design.

Created in collaboration with Mural Artist: Esteban Sánchez and community partners, the new play environment blends art, movement, and imagination into a vibrant, welcoming destination. Designed to inspire open-ended play, the space invites children to explore, climb, and discover through sculptural forms rather than prescriptive themes—encouraging creativity, problem-solving, and shared experiences.

vision

The vision for Fashion Valley’s play space was to create an environment where art and play intersect,  offering families a place to pause, connect, and engage in meaningful movement. Rather than relying on traditional themed structures, the goal was to design an abstract, imaginative landscape—one that allows children to define their own adventures while reflecting the character and culture of San Diego.

Through this approach, the play area becomes more than an amenity; it becomes a community gathering point that enhances the overall shopping experience while reinforcing the mall’s commitment to creativity, inclusion, and placemaking.

the challenge

The challenge was to design a highly engaging play experience that could evolve over time while maintaining relevance, safety, and visual appeal. The space needed to feel fresh and elevated—distinct from previous installations yet seamlessly integrated into the center’s architecture and flow.

Soft Play was tasked with balancing artistic expression, durability, and safety while creating a flexible environment that would resonate with a wide range of ages. Additionally, the project sought to celebrate local culture by incorporating artwork that reflected San Diego’s natural beauty and community spirit.

 

Features of the Mall Play Area

  • Abstract, Sculptural Play Forms that encourage imagination and open-ended exploration

  • Custom Climbers, Tunnels, and Interactive Elements designed for movement, balance, and discovery

  • New Safety Surfacing that enhances comfort, accessibility, and durability

  • Art-Integrated Environment featuring a custom mural by local artist Esteban Sánchez, showcasing palm trees, wildlife, and vibrant natural forms

  • Community-Centered Design, highlighted by a collaborative mural created with participation from local families

  • Flexible, Rotational Concept that allows the play space to evolve over time

Photo Gallery