14th November 2011
FITCH is appointed by The Lexi to design a new look & feel for their latest pop-up cinema event for The Nomad.
The Nomad, the altruistic roaming pop-up cinema experience from The Lexi, has appointed leading global design consultancy FITCH, as part of a pro-bono project to create a compelling look & feel for their latest Winter cinema event, located in a vacant book shop in Whiteleys Shopping Centre.
In the spirit of Nomad, who promise to deliver a stimulating cinematic experience like no other, FITCH celebrates the history of this unique space in Whiteleys 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 well-known and popular films, the audience will be surrounded by and immersed in the filmic world. Cinema-goers can kick back on a directors chair or opt for an evening’s viewing on a swing and watch films such as Breakfast at Tiffany’s, Black Swan, The Maltese Falcon, Some Like It Hot, Little Miss Sunshine, The Big Lebowski and E.T. Understanding today’s consumers want something more from an experience, FITCH set about creating something that disrupts them and transforms the age-old act of sitting in a cinema into a unique and memorable occasion.
“Known for their Bold Thinking, we are thrilled to be working with FITCH who have created a truly magical space that has turned our pop up into an evening never to forget. Their team understood exactly what we were trying to achieve and pulled out all the stops – it was enormously energising working with such creative professionals,” said Sally Wilton, Founder of The Lexi Cinema.
Stuart Wood, Executive Creative Director, at FITCH added, “Keen supporters of the pop-up cinema ourselves, FITCH are delighted be a partner in this imaginative project. We hope we have created a night to remember.”
The Nomad Cinema experience runs from Nov 14 – Dec 21, and 50% of the proceeds go towards supporting a South African eco-village.