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.