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.
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.