Art direction takes a major role in conveying playlab’s narrative. The art direction emphasizes the inherent qualities of play and how they are realized in the product. Specifically, this is broken down into two main themes: whimsical and experimental. The product itself is toy-like and colorful, and the expressive characters add to the whimsical nature. The setting, on the other hand, is that of testing facility- with cold scenes and materiality.