Finalist 2020
The New Victory Theater is New York’s first and only nonprofit performing arts venue offering year-round programming for young audiences. Pentagram has designed a new brand identity and environmental graphics for the theater on West 42nd Street.
The centerpiece is a 51-foot-long mural made of felt, a material that is ideal for a child-friendly environment. Pentagram collaborated on the project with the architecture firm H3, which is working with the theater to reconceive its lobby space to better engage audiences.
Design Firms:
Pentagram
Client:
The New 42nd Street
Project Area:
7,000 sq ft.
Open Date:
August 2019
Project Budget:
N/A
Photo Credits:
James Shanks
Design Team:
Paula Scher (partner in charge), Sarah McKeen (project manager), Rory Simms, Courtney Gooch, Luther Young (designers)
Consultants:
H3 Architecture
Fabricators:
Signs and Decal
