Housed within a recently completed retail complex at the heart of Chongqing’s shopping district, iFree Cineplex is the new brand of Dadi Cinemas. Dadi’s brief required a design that would create an iconic identity for their brand launch.
CLOU’s response is a playful one, celebrating the history of filmmaking combined with the anticipation of visiting movie theatres. The interiors draw reference from history’s classic movie theatres and the stop motion frames of early cinematography.
iFree Cineplex within it’s clean lines and robust fair faced concrete and metal mesh ceilings combined with the larger than life suspended lamp cones in main lobby and the use of velvet red remind one of the grand theatres paired with a young and urban atmosphere. A contemporary and thoughtful demonstration of iFree’s new brand identity and convivial entertainment environment by CLOU.