Opinion by Richard Baird
The New Victory Theatre, located on New York’s 42nd Street, is described as the city’s first and only not for profit performing arts venue for kids and families. It has a programme that covers a multitude of artistic disciplines and draws on traditions from a variety of cultures. Alongside performances and family workshops the theatre also seeks to offer performing arts education and engagement, new work development and furthers paid youth employment and training.
Pentagram partner Paula Scher and team worked to develop a visual identity for the theatre and collaborated with architecture firm H3 to conceive and implement a lobby space that would better engage with theatre visitors. A ribbon motif becomes the foundation of a bright and celebratory visual language. This is expanded upon spatially and materially across signage and a 51-foot-long centrepiece mural made of felt.