The Projector
The Projector resides in Golden Mile tower, a modernist architectural icon. The space calls subtle attention to the past glory of a beloved old cinema. Special elements of the space harken back to its past: vintage signage, original flip-up theatre seats, fabric walls, and floor lettering denoting rows of seat.
When we were asked to help brand a new indie cinema tucked inside one of Singapore’s last modernist gems, we didn’t hesitate — how often do you get to design for a space with so much character?
Taking over the legendary Golden Theatre at Golden Mile Tower, we set out to create a brand that feels fresh, fun, and unapologetically modern. We kicked things off with a bold visual language built around vertical text and a modernist font — a quirky nod to the old-school charm of film reels and vertical projection.
Taking over the legendary Golden Theatre at Golden Mile Tower, we set out to create a brand that feels fresh, fun, and unapologetically modern. We kicked things off with a bold visual language built around vertical text and a modernist font — a quirky nod to the old-school charm of film reels and vertical projection.
The logo? Think of it as a projector in motion — type that stretches outwards like light on a screen. To keep things ever-changing, we gave the identity a wardrobe of colour schemes, rotating randomly on the website and ready to be switched up for any occasion. Just like the cinema itself, it’s never the same show twice.
The website continues this spirit of playful modernism. It leans into the verticality of the brand — with stacked menus, scrolling titles, and unexpected transitions that feel almost cinematic. Bold colours, dynamic layouts, and shifting palettes mirror the physical space’s energy, making every visit feel like a preview of what’s to come.
The website continues this spirit of playful modernism. It leans into the verticality of the brand — with stacked menus, scrolling titles, and unexpected transitions that feel almost cinematic. Bold colours, dynamic layouts, and shifting palettes mirror the physical space’s energy, making every visit feel like a preview of what’s to come.
LOCATION
Singapore
YEAR
Completion 2014
DISCIPLINE
INTERIOR, BRANDING & GRAPHICS
TYPOLOGY
RETAIL/COMMERCIAL
TEAM
Torrance Goh, Panna Chee
