The Lexi Cinema Design & Branding THE NOMAD CINEMA by Fitch

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THE NOMAD CINEMA

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market United Kingdom
Agency Fitch
Executive Creative Director Stuart Wood
Released November 2011

Credits & Description

Category: Hospitality/Leisure
Advertiser: THE LEXI CINEMA
Product/Service: THE NOMAD CINEMA
Agency: FITCH
Executive Creative Director: Stuart Wood (Fitch)
Team Leader: Anna Chimes (Fitch)
Senior Designer: Marie-Julie Trijaason (Fitch)
Senior Designer: Kwame Charles (Fitch)
Senior Designer: Debbie Dickens (Fitch)
Founder: Sally Wilton (The Lexi Cinema)
Project Director: Steve Fuller (The Lexi Cinema)
Manager Of Creative: Juliette Mccrimmon (The Lexi Cinema)
Media placement: Temporary Pop-Up Cinema - Whiteleys Shopping Cinema - 17th November 2011

Describe the brief from the client
The Nomad Cinema, the altruistic roaming pop-up cinema experience from The Lexi Cinema in Kensal Rise, were looking to create a compelling look & feel for their Winter cinema event, located in a vacant book shop in Whiteleys Shopping Centre, London.

Describe the challenges and key objectives
With every penny of The Nomad Cinema’s profits going to support people of the Lynedoch Village in South Africa, the greatest challenge was to translate their penchant for the ‘theatre of cinema’ to a large vacant retail unit on a shoestring budget. In addition the design had to provide the disruptive, ground-breaking experience, synonymous with the ‘pop-up’ trend.

Describe how you arrived at the final design
We celebrated this unique location by tying together an eclectic mix of movies and the beauty of the printed word through the idea of ‘Script’. With a black and white palette using vast typographic quotes of scenes from popular films, the audience was immersed in the film world. Creating a disruptive experience that transformed the age-old act of sitting in a cinema, cinema-goers could kick back on a directors chair or opt for an evening’s viewing on a swing.

Give some indication of how successful the outcome was in the market
The Nomad Cinema saw 2,000 cinema-goers immersed amongst Hollywood’s most famous one-liners, raising over £5,000 for the Lynedoch Village in South Africa.

The cinema was listed as a ‘Must Do’ for Londoners in Time Out and one of the screenings was billed as “one of the cinematic highlights of the year” by the Guardian blog.

“Take a bow and know that you have contributed to both the short term and the future success of The Nomad. Pretty fantastic and we could not be more delighted and grateful to your amazing team.” - Sally Wilton, The Founder, The Lexi Cinema.