CLIENT: Cut! By Cinemark

With it’s divergent theater concept, Cut! propels Cinemark into a fresh, elevated movie going experience.

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Brief

Location: Frisco, Texas

Year: 2018

Program: 45,500 sf

Approach

For this Dine-In theater, falling under the Cinemark Umbrella, we wanted to align the design with its boutique status. We aimed to design an approachable, yet unexpected facade, atypical of any previous Cinemark theater, that housed a bold, activated interior that strongly promoted social interaction and embodied a modern movie going experience.

Outcome

The Cut! Exterior is a set of solid forms, initially conceived as grounded forms which were then softened by a ‘pixelated’ brickwork pattern that visually dissipate as it reaches the ground. Materiality changes to concrete near the bottom of each volume and coupled with wall wash exterior lighting, the building ‘floats’ above ground and completely changes the initial building perspective. The central voided tower houses boldly lit neon housed in channel letter signage, and housing a visually prominent entrance.
At the main entrance you are greeted by a patterned ceiling that serves as a visual path of travel as it extends in further towards the interior; leading your eye to the craft pizza kitchen directly across. The progression down the building leads you to the different zones. A modern industrial bar with clean white tile backdrop serves as a social hub promoting the sense of social interaction we aimed for. We aimed to use strong, bold simple patterned and textured materials, softened by the wood tones at the grounded volumes throughout the open plan space.
These wood textures and patterns become more dominant in the theater corridor. Vertical plank clad walls have unexpected seating nooks built in. Each theater entrance is a clear pitched roof voided from the original volume clearly marked by bright simple numeral signage. Theater interiors are clad in simple, irregular color blocked patterns on it’s walls and textured carpet on it’s floors.

Branding

The Cut! Logo was derived from the filmmaking process and objects used during this process. The primary logo type was conceptually derived from the film slate form and its opening and closing action.

The alternate vertical display logo utilizes Cut!’s exclamation point as an ‘icon’ housing the full theater name within, using all elements of their name in a different, unexpected way.

Together with a textured grit and bold colorways, the Cut! Brand aims for a style true to its name and the process of film.

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