New Victory Theater

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: 



The New 42nd Street

Project Area: 

7,000 sq ft.

Open Date: 

August 2019

Project Budget: 


Photo Credits: 

James Shanks

Design Team: 

Paula Scher (partner in charge), Sarah McKeen (project manager), Rory Simms, Courtney Gooch, Luther Young (designers)


H3 Architecture


Signs and Decal

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