A person walking through a building.
A large empty room.
A sign on a wall.
A group of people standing in front of a red wall.
A close-up of a sign.
A screenshot of a computer.
A trophy on a stand.
A person walking in a room with posters on the wall.
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Providence, Rhode Island

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.