A movie theater; The place we go to experience… movies. They are often sticky with uncomfortable seating, drab walls and echoing open spaces. If not for the movies, there would not be much offered in the way of experience. But that has all changed with the Nanchang Insun International Cinema in Nanchang, China. Design firm, One Plus Partnership Ltd. took a page out of a book for the design. Literally!
The cinema is located in the Book City area. Therefore, the environment combines the concept of books and movies. Upon entering the theater, guests are greeted with a large lobby with sculptural metal wall installations with integrated lighting. The sculptures on the walls, and even the ticketing stands, look like pages of a book being flipped. The color scheme is white and black, a dramatic depiction of both the pages of a book and printed films.
A complimentary splash of green was brought in as a representation of trees, also the source of paper. Tubular green forms angle down from the ceiling, like branches of a tree, each with a small light embedded on the end. Green was also incorporated within the theaters themselves, the clean lines and variation of color adding to the high-class ambiance of the theater.
As the entertainment industry morphs with at home and on-line viewing of movies becoming easier (and a lot less expensive), creating an environmental experience within theaters will continue to gain importance. It’s not only about seeing a movie, but the experience in doing so. The Nanchang Insun International Cinema proves that it is possible to turn a theater into a celebrity experience.