New Victory Theater

Practice Area


The New 42nd Street


Project Vision

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.

Project Details
Design Team

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

Project Area

7,000 sq ft.


H3 Architecture