Finn & Jake’s Everything Burrito restaurant in the Cartoon Network zone at IMG Worlds of Adventure draws a direct line to a popular and beloved television series.
Client: IMG Group
Services: Master Planning, Themed Restaurants, Art Direction
Location: Dubai, U.A.E.
When Falcon’s Creative Group began master planning the record-breaking 1.5 million square foot indoor theme park in Dubai, they knew the food would play a big role, and it doesn’t get much bigger than the Everything Burrito. This culinary concoction was introduced during an episode of Adventure Time called “Conquest of Cuteness.” Jake, a magical, shape-shifting dog with a penchant for inventing foods, is creating something in the kitchen, and it’s clear he’s having a great time. His best friend and adoptive brother, Finn Mertens, asks him what’s for breakfast. “Everything Burrito,” replies Jake.
From the looks of it, “everything” is an apt description. There’s not enough space in this article to list all the ingredients, but let’s just say every food group is accounted for in the heaping pile of mouth-watering goodness. There are also a few items that aren’t edible. Adding in those extras must be a dog thing.
In the episode, Jake says, “I love you, Everything Burrito.” His heartfelt proclamation, sealed with a kiss, can be found on t-shirts, mugs, bracelets, pillows, board games, billboards, and other items, some of which are pretty wacky. The Everything Burrito also partially restores players’ health in the game Finn and Jake's Epic Quest.
Because of the burrito’s immense popularity, it made perfect sense to design a themed restaurant around it and Adventure Time’s main protagonists, who also happen to be the visual representatives on signage for the Cartoon Network zone at IMG Worlds of Adventure. The restaurant is one of the flagship locations inside the massive entertainment destination. It is one of the first things guests see when making their way into the zone.
Falcon’s shouldered onsite art direction and creative guardianship responsibilities for this casual dining establishment. The latter two meant that Falcon’s ensured a seamless IP approval process. The company drew up the initial concept and took those designs all the way through the construction documentation phase, so every detail was developed by the Falcon’s team.
Unlike the Everything Burrito that Jake made on the TV show, all the food ordered at the restaurant is fit to be eaten, and the ingredients are chosen by the customers. First, guests pick their style, be it a bowl, salad, or burrito. Then they select their rice and bean options, protein, and toppings. Those interested in adding even more flavoring will be thrilled with the wide variety of international sauces.
The delightfully satisfying cuisine is matched by the quality of the restaurant’s architectural design details. The elaborate exterior is a stunning replica of Finn and Jake’s Tree Fort, the place they call home when they’re in Candy Kingdom, located in the Land of Ooo, the main setting in Adventure Time.
The fort’s details are brought to life through a variety of techniques and scenic applications, and they’re all here - the tree’s canopy, oversized planks, stovepipes, rolling hills and mountain peaks, greenery, rockwork, and a front awning. The restaurant’s sign is a backlit graphic of Finn riding on Jake’s back as he holds a shield in one hand and a sword in the other. Of course, the sword is being used to carry a large burrito.
The interior walls of the tree trunk/restaurant are covered in colored boards and adorned with Finn and Jake’s treasures – things like games, a rubber duck float, a skull stabbed with a sword, and a few other unusual things the duo picked up during their travels. Lady Rainicorn’s dramatic presence cannot be missed. She hangs over a map of the Land of Ooo, seemingly having crashed through the wall to join the party. The quirky build-out emulates the style and graphics of Adventure Time and surely ignites guests’ imaginations.
