Merely providing the formula of area in the learning activity can impede students’ deep understanding of the concept of area. This study was a qualitative design research that aimed to develop a learning design by using the context of pixel art and grid paper to build students' knowledge of the concept of area measurement. There were three stages in this study, namely, preparation, teaching experiment, and retrospective analysis. The subjects of this study were 25 students of P3 (Primary 3) SD Global Inbyra School. However, the discussion focused on a group consisting of three students. The research subjects were given a mini lesson consisting of 2 meetings. It can be seen from the first meeting that the pixel art drawn by the students built on their initial measuring ability because they automatically notice that half square and half square make up 1 square. At the second meeting, students demonstrated their ability to estimate the number of squares (area) in an irregular picture. In the activity of making any shapes that have an area of 20 square units, students were aware that to find the area of the rectangle, they can use repeated addition which can be directed to the area of the rectangle (p x l).