To reposition its brand to customers and prospective international development partners, IMAX wanted to develop a prototype design for its theater interiors and communications. The design needed to be scaleable for application to a range of new and existing venues. Gensler’s approach emphasizes a bold, bright, clean and modern aesthetic that connects to both the brand’s heritage and its continuing leadership in entertainment technology — challenging the traditional movie theater experience on every level. Examples include illuminated walls replacing traditional movie posters and large-scale graphics integrated with architectural surfaces that serve as the wayfinding system.
As architects, designers, planners and consultants, we partner with our clients on some 3,000 projects every year. These projects can be as small as a wine label or as large as a new urban district. With 2,000+ professionals networked across more than 30 locations, we serve our clients as trusted advisors, combining localized expertise with global perspective wherever new opportunities arise. Our work reflects an enduring commitment to sustainability and the belief that design is one of the most powerful strategic tools for securing lasting competitive advantage.
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Download "Design Update: The Ritz-Carlton and JW Marriott at L.A. LIVE" (pdf) to learn how L.A.'s sports-entertainment district gets its landmark.