Tucked inside a building across Ateneo de Manila – one of Manila's top universities – is a cozy two floor Nintendo Wii gaming cafe space called FriiSpirit. It's got enough life-sized projector screens, leather beanbag couches, budget food and faux rock band instruments to keep the students coming in – you can imagine what a typical day there looks like.

But things get a lot more interesting after hours when the owners use their toys to experiment with different forms of culture. On “Good Food Fridays”, a special signature recipe concocted by one of FriiSpirit's owners (who happens to have a culinary background) is served alongside a movie screening. On other nights, incentives are offered to guests for stopping by in costume to play the popular concert simulation game Rock Band. And cheap pancakes are offered every Thursday night…just because. Marketing head Danielle Faber says that FriiSpirit plans to mix up some poetry nights, exhibitions, artwork and indie band concerts with the machines soon.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in