New 1930 Cinema Visual Identity by Tangible Design Is Granted the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design

The Work

Project

New 1930 Cinema Visual Identity

Function

Cinema Visual Identity

Category

Graphics, Illustration and Visual Communication Design

Discipline

Communication Design

Industry

Branding & Advertising and Arts

Colors

Dark Slate Gray, Rosy Brown, Crimson, Gray and Black

Images

5

Client

Lotte Cinema

The Recognition

Laureate

Tangible Design

Country

Republic of Korea

Recognition

Bronze A' Design Award

Edition

2022 - 2023

Design ID

#147029

Credits

Team

Yoon Seuk Shim, Somin Lee, Jungsun Shin and Seohee Min

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.

Design Details

Unique Properties

Uniqueness is added to the design by emphasizing one of the innate properties of LOTTE cinema, the classiness of the cinema itself. The design is developed successfully with interactive visual assets that allow users to experience the nostalgia of visiting an old cinema, as well as being able to fully experience the multiplex of modern media contents. All of this was possible with an underlying understanding of the target audience and their needs along with a modern reinterpretation of the wainscoting.

Inspiration

Studio Tangible was in charge of recreating the visuals inspired by different interior elements of the cinema. With the wainscoting used in the interior being the main motif, they were inspired by the Art Deco style of execution in the 1930s. They interpreted the 'Dual Frame' in a modern way and used this graphic as a key element through both the space and visuals. This altogether harmonized to create a consistent aesthetic and brand experience. The 'Dual Frame' form from the wainscoting is applied infinitely on different signages, and pictograms by extending, minimizing, and combining.

Research

Studio Tangible carefully dissected different elements of classy space designs by LOTTE Cinema. The arch, wainscoting, greek pillars, and spiral stairs were elements that were in consideration to use. Amongst all the different classic motifs, they considered wainscoting as an element that emits a screen-like feel to the customers, as well as acts as a frame when extended to various touch-points. It was a suitable graphic motif to represent multiplex. They referenced various journals and images related to Art Deco, amongst which were the '1925 Paris Exhibition' (1999), and 'Art Deco Interiors: Decoration and Design Classics of the 1920s ' by Patricia Bayer.

Challenge

With the nature of the cinema environment being dark, they had the goal of making the graphics and signage stand out for it to be well seen. Hence, they utilized different color options to project the graphics. Gold and black was the chosen color as it gives off an elegant and premium look and feel, and the gold giving the shining visual. Neon was used as a sub color by interpreting the classics to represent a modern image.

Realization and Technology

The reason why Studio Tangible shifted their focus on wainscoting of the cinema interior was that the motif aligned with LOTTE cinema's brand philosophy as well as the innate values of the film industry. As the slogan of LOTTE cinema is "Happy Memories", they resonated with the act of capturing the moments of happiness by taking pictures and videos, wanting that moment to last forever. Hence, they were able to get insights on signifying the diverse experiences customers experience on the platform.

Operation and Interaction

In spaces like multiplexes where content and services are abundant, flow plays an important factor in the overall brand experience. Studio Tangible has strategized ways to deepen the interaction of the customers' experience in the cinema by working with an interior designer. The wall graphics within the space, and pictograms were appropriately applied with a natural flow of movement in consideration.

Project Duration and Location

The Project started in November 2019 in Seoul and finished in August 2020 in Seoul, and was launched in Dogok branch in August 2020.

Specifications

For the Cinema Entry Signage, the studio worked with Tank 1.2mm galvanized sheet iron with the designated color (3M 7725-12) and finished it with a paint finish. Next, they worked with Thk 3mm Acrylic with the designated color (3M 7725-131) that has been lasered and finished with paint. They then stuck the piece together with a Thk 3mm PC (used for lighting) along with the front sheet. Lastly, they finished by adhering to a sheet cutting (Black3c). They worked with a 1,300mm X 200mm size. For Directional Wall Graphic, the front is Thk 100mm acrylic (PANTONE 1235C / 710C) with a paint finish, and the sides (3M 7725-12) are silk printed after they were finished with paint.

Keywords

Brand Identity, Graphic, Cinema Branding, Signage, Multiplex, Pictogram, Brand Design, Visual Archive, Logo Design, Corporate Identity