Cinema Innovation
Category
Design Strategy
Type of Work
Cinema Expansion
We weren’t expanding. We were evolving the way stories are experienced.
When we set out to launch the new Kids Cinema and ScreenX formats, we treated them like two parallel worlds both tailored, both unforgettable. As Creative Director, I led the vision with one question:
“How do we make cinema feel personal again for the young dreamers and the sensory thrill-seekers alike?”
KIDZ CINEMA – A WORLD BUILT FOR WONDER
This wasn’t about shrinking the cinema down to child size. It was about expanding it into their universe.
The Kids Cinema concept became a playground of imagination. I spearheaded a design direction rooted in tactile storytelling candy-coloured hues, whimsical characters, cloud-shaped light fixtures, and ambient sounds that made the space feel alive even before the trailers rolled.
Moodboards pulled from Pixar-level palettes, pop-up books, and immersive museum installations. From interactive walls to character meet-and-greets, everything was built around joy, movement, and discovery.
It wasn’t just a place to watch a film. It was the first cinematic memory every child would carry with them.
SCREENX – A CINEMA WITH NO EDGE
If 4DX made you feel the movie, ScreenX made you exist inside it.
Our design strategy was all about scale and immersion. ScreenX was the rebel child cinema unboxed. We crafted a design narrative around panoramic freedom, embracing a three-wall projection concept that dissolved the traditional frame.
Visual language leaned into sci-fi symmetry, interactive ambient lighting, and reflective surfaces that teased movement even when the room was still.
The architecture was bold yet minimalist, allowing the storytelling to take full control of your periphery.
It wasn’t a screen upgrade. It was a dimensional shift.
