Regal Cinemas E-Walk Stadium 13, 42nd Street, NYC
One of the first locations for Regal Entertainment Group’s launch of a new giant screen all-digital format called the Regal Premium Experience ℠ “RPX” was at their New York E-Walk Stadium 13 location. The RPX is a custom-built premium environment featuring elegant and luxurious seats with high-back headrests, a giant immersive screen illuminated by high-quality digital projectors and completed with a state-of-the-art sound system for the “best picture you’ve ever heard”.
JKR Partners was challenged to create a new image for the RPX auditorium to set it apart from the rest. As soon as one approaches the promenade, vibrant shades of blue light glow from the color changing lights at the auditorium entry in the distance. The source of the undulating lights is an internally illuminated signage pilaster marking the leading edge of the entry. With radiating blue linear LED lighting above, the entry itself is a curved wall of glass tile flooded with light. On the wall are the letters of the RPX brand standing eight feet tall. The giant RPX logo’s color changing element is linked to undulate with the signage pilaster. The over the top design, with its giant illuminated signage elements, is intended to be indicative of the patron’s experience within.