Project for requalification of the former Unibanco movie theaters, which would now be called Espaço Itaú de Cinema, after the merger of these two companies. The project covers nine major movie theaters, with more than fifty projection rooms in São Paulo, Rio de Janeiro, Salvador, Brasilia, Curitiba and Porto Alegre.
OBJECTIVES . create a system of intervention that would give unity to the group of projection rooms with the Itaú brand and to transmit the best brand experience; . transmit to the user the universe of the cinema in a contemporary manner; - create a system of intervention that respects the history of each location; . create a system of intervention that may solve functional problems and standardize solutions; . create a flexible system that may be implemented quickly and with the least amount of construction.
STRATEGIES . to treat the cinema as a public space, guaranteeing clear and free flowing paths; . to use materials of good quality, resistance and durability that require minimum maintenance and that are compatible to areas of intense use; . to develop a modular system of finishing, signage and furniture that may be applicable to all spaces; . to use preferentially, digital technology as a support for all information; . to use technology as a means to ease the entertainment experience; . to organize the presentation of promotional material in order to reduce visual pollution.