Contract - April 2011 - (Page 47)
screening sophistication
Chic hotel styling and amenities impress movie-goers at Scottsdale’s new iPic Theater-Scottsdale Quarter
By Stacy Straczynski • Photos by Jaime Guillen
Walk into your local movie theater and chances are that you won’t find couples dining on chinois chicken salad rolls and signature passion-fruit-blood orangepomegranate margaritas as they comfortably relax in wide, leather recliners. That’s a scene far more reserved for a swanky hotel lounge. That is, unless you live in Scottsdale, Ariz., where residents have the good fortune of being able to frequent iPic Entertainment’s newest movie venue, the iPic Theater-Scottsdale Quarter. Designed by Fort Lauderdale-based Id & Design International, Inc. (IDDI), a firm that specializes in designing and branding retail, hospitality, and entertainment projects, this upscale venue does away with the stereotypical rows of uncomfortable, worn-
out seating, cheesy carpeting, and concession stands stocked with selections of over-priced popcorn and soda to “create a space that offers a memorable experience, inspires guests’ emotions, and offers patrons premium, unique entertainment choices before and a er their movie experience,” Sherif Ayad, IDDI president, says of the concept that clearly aligns with iPic Entertainment’s core mission for theatrical exhibition. “We were looking for a design that would bring a new look and feel to the most common form of entertainment—theater and dining—to create a nighttime destination where the experience becomes the decision factor,” says Hamid Hashemi, president and CEO, iPic Entertainment, who adds that it
Wood paneling and bejeweled tones greet guests in the theater lobby (opposite) with a touch of high-end flair. Tanzy and the SALT Ultra Lounge, which offer two ve distinctive dining experiences for moviegoers, are separated by shimmer screens that are draped from the cathedral-height ceilings (above). Cut-out niches on the upper walls house candelights that create a subtle, chic glow.
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Table of Contents for the Digital Edition of Contract - April 2011
Contract - April 2011
Table of Contents
Editor's Note
Indust ry
Resources: Nature Inspired
Focus: A Difficult Birth
Practice: From the Inside Out
Pure Spirit
Sensory Experience
Market Watch
Sibling Revelry
Screening Sophistication
Winter Wonderland
Full of Grace
Designers Rate
Sources
Ad Index
Perspectives
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