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People: Afroditi Krassa reinvents the cinema experience in London

People: Afroditi Krassa reinvents the cinema experience in London

When Cruzon cinema came to Afroditi Krassa with the intention to re-establish its premises and transform it into a state of the art, new generation cinema with emphasis on bespoke customer service she had just the answer.

 
The cinema's curtain at the forefront of the revamped experience

The cinema's curtain at the forefront of the revamped experience

Curzon Cinemas wanted Victoria to be a window to their brand, representing its values such as “classic, sophisticated, comfortable and curated” with a sense of humour and an emphasis on what they are most proud of, their library of movies and content. Based on this brief, Afroditi started to look at icons within a classic cinema space, the cues that make the space function, what customers will interact with, and what make the space so familiar and comfortable. 

 

Moving beyond a classic cinema to a multi-use space, Curzon Victoria boasts a hybrid of slick bar (which doubles up as ticket office); Sound & Vision library featuring an archive of free-to-watch films and free-to-listen soundtracks; and a private lounge space that people can rent for screenings with friends. For the ultimate in movie-watching comfort, the chairs in the cinema’s five screening rooms are custom built and three screening rooms have drinks tables with built-in wine buckets, extra leg room and love seats for two.

 

''What impresses me the most is it’s a world beyond cinema, a wonderland for film lovers, with endless features ready to be discovered, but also tells a coherent story of Curzon.''

Christina Yao - CBN Weekly

The visual language is inspired from the brand’s typography, Futura, a 1930s designed font of the Bauhaus movement. The pioneering spirit of Modernism perfectly encapsulates the brand’s qualities: classic, timelessly elegant, sophisticated & avant-garde.

 
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