July 9, 2026
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.
“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 Pig Playtime, 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.
