New 1930: A Nostalgic and Classy Cinema Visual Identity

Recreating the Art Deco Style with a Modern Twist

Studio Tangible, the creative minds behind the New 1930 cinema visual identity, drew inspiration from the interior elements of the cinema to create a unique and captivating design. By focusing on the wainscoting used in the cinema's interior, they embraced the Art Deco style of the 1930s and reinterpreted it in a modern way. The result is a consistent aesthetic and brand experience that harmonizes with the cinema's ambiance.

Uniqueness is the hallmark of the New 1930 cinema visual identity. Tangible Design successfully emphasized the classiness of the cinema itself, adding a touch of nostalgia to the design. Through interactive visual assets, users can experience the charm of visiting an old cinema while enjoying the modern multiplex of media content. This design showcases a deep understanding of the target audience and their needs, coupled with a modern reinterpretation of the wainscoting motif.

The realization of the New 1930 design involved a thoughtful selection of materials and technologies. For the Cinema Entry Signage, Tangible Design utilized Tank 1.2mm galvanized sheet iron and Thk 3mm Acrylic, both finished with paint. The designers also incorporated Thk 3mm PC for lighting and a sheet cutting (Black3c) to complete the signage. The Directional Wall Graphic features Thk 100mm acrylic with a paint finish for the front and silk-printed sides finished with paint. These technical specifications ensure the durability and visual impact of the design.

Interaction is key in spaces like multiplexes, where content and services abound. Studio Tangible strategically deepened the customer experience by collaborating with an interior designer. The wall graphics and pictograms within the space were carefully applied to create a natural flow of movement, enhancing the overall brand experience.

The New 1930 design project began in November 2019 and was completed in August 2020 in Seoul. It was launched at the Dogok branch in August 2020, captivating cinema-goers with its nostalgic and classy visual identity.

Extensive research underpinned the development of the New 1930 design. Studio Tangible meticulously studied various elements of classy space designs by LOTTE Cinema, including arches, wainscoting, Greek pillars, and spiral stairs. Among these motifs, the wainscoting stood out as a graphic motif that evokes a screen-like feel and acts as a frame when extended to various touchpoints. References to Art Deco journals and images, such as the '1925 Paris Exhibition' and 'Art Deco Interiors: Decoration and Design Classics of the 1920s' by Patricia Bayer, further informed the design process.

Overcoming challenges inherent to the cinema environment, Studio Tangible ensured that the graphics and signage of the New 1930 design stood out in the dark setting. The use of gold and black colors adds an elegant and premium look, while neon accents provide a modern touch. The result is a design that shines and captures the essence of the cinema experience.

The New 1930 design portrays the tone and manner of the space in a consistent manner, elevating the efficiency of the brand's communication. Signage, wall graphics, and pictograms inspired by the wainscoting motif create a nostalgic and classic ambiance. The wainscoting, symbolizing the brand as a platform for enjoyable experiences, is a modern reinterpretation that allows for flexibility and application across various touchpoints.

This outstanding design by Tangible Design has been recognized with the prestigious Bronze A' Design Award in Graphics, Illustration, and Visual Communication Design. This accolade celebrates designs that exhibit creativity, resourcefulness, and technical excellence, contributing to improvements in quality of life and making the world a better place.

Project Details and Credits

Project Designers: TANGIBLE DESIGN
Image Credits: #1 : Photographer Yoon Seuk Shim, Lotte Cinema, 2020. #2: Photographer Yoon Seuk Shim, Lotte Cinema, 2020. #3 : Photographer Yoon Seuk Shim, Lotte Cinema, 2020. #4: Photographer Yoon Seuk Shim, Lotte Cinema, 2020. #5: Photographer Yoon Seuk Shim, Lotte Cinema, 2020.
Project Team Members: Creative Director: Yoon Seuk Shim Design Strategy: Somin Lee Designer: Jungsun Shin Designer: Seohee Min
Project Name: New 1930

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