FOR IMMEDIATE RELEASE

Cinema Visual Identity Redesigned with Art Deco Inspiration

Studio Tangible, a Seoul-based branding agency, has unveiled "New 1930," a visual identity project for LOTTE Cinema, inspired by the Art Deco style of the 1930s. The project, which began in November 2019 and concluded in August 2020, aimed to harmonize the cinema's interior elements with a modern reinterpretation of wainscoting, resulting in a consistent aesthetic and brand experience. The design team, led by Creative Director Yoon Seuk Shim, strategically utilized the wainscoting motif to create a timeless and classy visual identity that captures the nostalgia of visiting an old cinema while offering a modern multiplex experience.

The unique properties of the design lie in its successful emphasis on the classiness of the cinema, achieved through interactive visual assets that evoke a sense of nostalgia and fully immerse users in modern media content. By understanding the target audience and their needs, Studio Tangible was able to create a design that resonates with the brand philosophy of LOTTE Cinema, capturing the essence of "Happy Memories" through visual storytelling.

Utilizing advanced technology and meticulous attention to detail, the design specifications include the use of premium materials such as galvanized sheet iron, acrylic, and PC for the cinema entry signage and directional wall graphics. The choice of colors, finishes, and lighting techniques further enhances the elegant and premium look of the visual elements, ensuring they stand out in the cinema environment.

Studio Tangible's "New 1930" project has been recognized with the prestigious Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category, showcasing the agency's commitment to delivering innovative and creatively ingenious designs that elevate brand experiences and contribute to quality of life improvements.

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