ENTERTAINMENT

Founded in 1932, Jacob’s Pillow Dance in Becket, Massachusetts, is the oldest summer festival of its kind in the U.S. ...
There’s no better place for an outdoor performance venue than somewhere it never rains. Such is the case with the ...
The medium is the message at this theater, which reinterprets filmmaking tools typically unfamiliar to movie-goers. During production, for example, ...
It had once been a proud movie house, built in the 1930’s during the golden age of Chinese cinema. But ...
Architect John Eberson’s Mediterranean-styled Capitol Theatre reopens its doors to the community of Flint, Michigan, this month, thanks to a restoration ...
A fixture of the vibrant arts scene in Germany’s capital, what’s now known as the Wintergarten Berlin opened in the ...

Pentagram and Projects Design Associates Reimagine New York's Quad Cinema

Pentagram and Projects Design Associates collaborated to modernize New York’s Quad Cinema. Photography by Tom Sibley.

A new way to go to the movies. So proclaimed the 1972 opening day ads of Quad Cinema, the first multiplex in New York. In the first years of the downtown institution, Paula Scher personally appreciated it as a haven for foreign films, documentaries, and arty flicks. “The place was never glamorous,” she writes. “But the movies were important.” Decades later, Scher, now partner at Pentagram, has created a contemporary identity for the cinema, collaborating with Projects Design Associates on the interior design. “The original footprint is the only thing that remains of the old space,” Projects Design Associates principal Martin Vahtra says. “Everything else was thoroughly modernized.”

Pentagram designed a custom typeface for the cinema’s new identity. Photography by Tom Sibley.

The sleek and sexy experience is announced by a custom aluminum marquee that projects the cinema’s new branded typeface. Inside, the lobby juxtaposes a row of black-and-gray vinyl seating against a swath of crimson. The concession desk and wall panels behind are powder-coated steel, buffed to a high gloss. “The desk, a collaboration between our firms, dominates the lobby with its bold shape, size, and color,” Vahtra says.

The custom marquee is aluminum. Photography by Tom Sibley.

Recurring throughout the 10,000-square-foot space are letterforms illuminated to evoke a screen inside a dark theater. On the ceilings of each theater is a large-scale space-defining custom LED fixture in the shape of a Q, U, A, or D. At the entry to the four theaters, a video wall composed of 32 monitors plays curated films as individual images or one large screen. “We wanted to reimagine the Quad for contemporary times with the hope that people will go back there on dates,” Scher writes. “If anyone does that anymore.”

On the ceiling of each of the four theaters, a letter was transformed into an LED ceiling fixture. Photography by Tom Sibley.

To grab a drink after a movie, there’s now the Quad bar, inspired by the idea of a community watering hole in the village’s heyday, playing host to local writers and artists. It’s the perfect spot to remember the past while appreciating the present.

The Quad bar. Photography by Tom Sibley.
The footprint is the only thing that remains from the original cinema. Photography by Tom Sibley.
New branded typeface is displayed throughout. Photography by Tom Sibley.
As European soccer clubs’ aging homes become ripe for upgrades, the sport’s dirt-and-sweat narrative has taken an unexpected turn—with compelling ...
How could Cremona, the northern Italian city inextricably tied to violin-making since the 16th century, be bereft of a showplace ...
Eventscape engineered, fabricated, and installed over 3,000 feet of an acoustical backlit panel solution in the Toronto Centre for the Arts. ...
It’s a bit ironic that fitness centers tend not to have the greatest physique themselves. The predominant gym aesthetic is ...
In serious expansion mode, Equinox launched a hospitality division and opened 10 more gyms in the past year—a pair of ...
Expanding by almost 50 percent in the past 15 years, this global financial center is among the world’s fastest-growing cities. ...
Visitors plunged into a mysterious alternate universe—saturated with sapphire blue and emerald green—at a jewelry exhibition by Interior Design Hall ...
No lesser figure than General Chiang Kai-Shek is responsible for this site. Back in the 1930’s, he commandeered a suburban ...
Over the course of a single generation, a sleepy agrarian town 11 miles north of Hong Kong has blossomed into ...
When confronted with a building site in a majestic landscape, some might attempt to challenge the scene-stealing backdrop with architectural ...
Not so long ago, business deals happened with handshakes on the golf course. Now, with the rise of the creative class, ...
To encourage digital-age New York kids to put down their devices and pick up the forgotten art of churning ice ...