Victory Gardens Theater Interior Branding
Client: Victory Gardens Theater (proposal)
The interior of the Biograph Theater no longer includes any elements from its historic past — a 1980s renovation of the storied theater clad the entire space in bad carpeting and acoustic ceiling tile.
When the theater was converted to a live performance space in 2006 by Victory Gardens Theater, the lobby was given another complete makeover. It was a big improvement from the 1980s version, but included a jarring patchwork of paint colors. This effect was worsened over the years by a gradual inclusion of large wall graphics with “paint brush” and “weathered” texture motifs, poorly placed wayfinding signage, and temporary paper signage for restrooms and coat check.
Though not currently implemented, I created renderings for various, low-to-moderate budget solutions for improving visitor experience. These include a bold, black / white / orange paint scheme reminiscent of the theater’s print branding, relocation of wayfinding signage, and large door graphics for restrooms and coat check.