cultural impact cinemas Our take: Many cinemas are being rebooted with design narratives that make going to the movies truly momentous. That's a direct result of popular streaming video services since it's easy to Netflix and chill when "there isn't a reason to [go to a theater] unless you're getting a compelling experience," says TrendWatching digital content executive Lisa Feierstein. Hubei Qianjiang Golden Bridge Mall Cinema > Hong Kong firm One Plus Partnership constructed this nostalgic black and white cinema inside a shopping mall in Hubei, China as if it were an art gallery, with monochromatic geometric walls complementing black sofas and coffee tables in the lobby, and large frames and light boxes along the walls displaying old and new movie posters. It's "this completely new sensory experience given to the audience while going to watch a movie," says One Plus cofounder Virginia Lung. Photos by JIANGNAN PHOTOGRAPHY 104 December 2017 hospitalitydesign.comhttp://www.hospitalitydesign.com