Contract - Screening Sophistication: iPic Theater-Scottsdale Quarter by Id & Design International, Inc. (IDDI)

design - features - hospitality design



Screening Sophistication: iPic Theater-Scottsdale Quarter by Id & Design International, Inc. (IDDI)

25 April, 2011

-By Stacy Straczynski; Photography 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 orange-pomegranate 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 after 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 was IDDI’s portfolio of work in the European and Asian markets and immediate grasp of the company’s branding goals that won the firm the project. “We wanted a modern, timeless design that at the same time feels natural and contemporary.”

The IDDI design team took cues from hospitality designs to fashion a sprawl of posh yet welcoming interiors for the 48,000-sq.-ft. luxury entertainment venue. Upon entering the theater, guests are welcomed into the lobby by richly finished wood paneling, and prosceniums serve as a theatrical backdrop. These elements are complemented by the bejeweled purple tones on the walls. Cathedral-style 28-ft.-tall ceilings create grandiose appeal. In the upper portions of the room, an assortment of cutout niches provide housing for 1,000 candlelights to give off a chic, dramatic glow, which can also be seen from the exterior. Copper and silver accents reflect off of the shimmer screens draped from the ceiling and add a touch of metallic sophistication.

A particular challenge on the project, according to Hashemi, was the need to be cost-effective and utilize one service center (i.e., the kitchen) for three completely different experiences—the lobby, SALT Ultra Lounge, and Tanzy restaurant. IDDI again employed curved shimmer screens, hung at varying heights, to create pockets of intimate space and subtly delineate zones, giving each its own identity. SALT specifically caters to a 21-plus, pre- and post-theater crowd, boasting circular sofas, leather seating, an oval-shaped bar, and large, back-lit wine bottle display. Gobo lights project stimulating video onto the shimmer screens to offer an experiential club aesthetic that coincides with the eclectic lounge music. At the 7,000-sq.-ft. Mediterranean restaurant Tanzy, indoor and outdoor seating is separated by custom bifold glass walls. Wrought-iron details, naturally weathered stone, and fire pits cast a surrealistic atmosphere beneath a striking, waved copper ceiling. Spliced logs line the walls along the personal seating vignettes. Uplighting and downlighting are combined strategically throughout to enhance architectural features and sculptural surfaces. “Overall, the setting is designed to be theatrical yet remain a controlled environment. All areas aim to keep the consumer on the property for an extended stay,” Ayad says.

The main features at Scottsdale Quarter, of course, are the eight digital auditoriums, which are framed by full-height, carved wood panels, velvet drapes, and illuminated glass partitions. Custom fine art pieces give the corridors a museum-like feel and seamlessly transition away from the hip vibe of the lounge and restaurant. In the theater spaces, 31-in.-wide leather seats and conveniently arranged tables offer additional dining space, while Gold Class premium seating options are upholstered in soft microfiber fabric. Online seating reservations (ranging from $14 to $25) and digital theater, sound, and 3D technology elevate the level of experience.

Surprisingly, above all the luxe inclusions, Hashemi favors one of the least popular spaces in most venues—the women’s restroom. Even in this private space, red and yellow striped chairs, makeup tables, wood finishes, frosted stall doors, and shell-like mosaic walls scream chic. “We love people’s reaction when they go in there because it’s entirely unexpected,” he raves.

who
Project: IPIC Theater. Owner: IPIC Entertainment. Interior Design: ID & Design International. Architect: TK Architects Inc. Contractor: A.R. Mays Construction. Millwork: Quality Cabinet and Fixture Company. Photographer: Jaime Guillen.

what
Wallcoverings: Maharam, Eykon. Paint: Benjamin Moore. Laminate: Nevamar,Wilsonart, Formica, Pionite. Flooring: Old Savannah Flooring, Walker Zanger, Centiva, Stone Source. Carpet/carpet tile: Atlas Carpet Mills. Ceiling: Chemetal. Coil Drapery: Cascade Coil Drapery. Stone: Walker Zanger, Porcelanosa. Fiberglass partitions: Janus et Cie. Glass Partitions: McGrory Glass.

where
Location: Scottsdale, AZ. Total floor area: 48, 000 sq. ft. No. of floors: 1.



Screening Sophistication: iPic Theater-Scottsdale Quarter by Id & Design International, Inc. (IDDI)

25 April, 2011


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 orange-pomegranate 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 after 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 was IDDI’s portfolio of work in the European and Asian markets and immediate grasp of the company’s branding goals that won the firm the project. “We wanted a modern, timeless design that at the same time feels natural and contemporary.”

The IDDI design team took cues from hospitality designs to fashion a sprawl of posh yet welcoming interiors for the 48,000-sq.-ft. luxury entertainment venue. Upon entering the theater, guests are welcomed into the lobby by richly finished wood paneling, and prosceniums serve as a theatrical backdrop. These elements are complemented by the bejeweled purple tones on the walls. Cathedral-style 28-ft.-tall ceilings create grandiose appeal. In the upper portions of the room, an assortment of cutout niches provide housing for 1,000 candlelights to give off a chic, dramatic glow, which can also be seen from the exterior. Copper and silver accents reflect off of the shimmer screens draped from the ceiling and add a touch of metallic sophistication.

A particular challenge on the project, according to Hashemi, was the need to be cost-effective and utilize one service center (i.e., the kitchen) for three completely different experiences—the lobby, SALT Ultra Lounge, and Tanzy restaurant. IDDI again employed curved shimmer screens, hung at varying heights, to create pockets of intimate space and subtly delineate zones, giving each its own identity. SALT specifically caters to a 21-plus, pre- and post-theater crowd, boasting circular sofas, leather seating, an oval-shaped bar, and large, back-lit wine bottle display. Gobo lights project stimulating video onto the shimmer screens to offer an experiential club aesthetic that coincides with the eclectic lounge music. At the 7,000-sq.-ft. Mediterranean restaurant Tanzy, indoor and outdoor seating is separated by custom bifold glass walls. Wrought-iron details, naturally weathered stone, and fire pits cast a surrealistic atmosphere beneath a striking, waved copper ceiling. Spliced logs line the walls along the personal seating vignettes. Uplighting and downlighting are combined strategically throughout to enhance architectural features and sculptural surfaces. “Overall, the setting is designed to be theatrical yet remain a controlled environment. All areas aim to keep the consumer on the property for an extended stay,” Ayad says.

The main features at Scottsdale Quarter, of course, are the eight digital auditoriums, which are framed by full-height, carved wood panels, velvet drapes, and illuminated glass partitions. Custom fine art pieces give the corridors a museum-like feel and seamlessly transition away from the hip vibe of the lounge and restaurant. In the theater spaces, 31-in.-wide leather seats and conveniently arranged tables offer additional dining space, while Gold Class premium seating options are upholstered in soft microfiber fabric. Online seating reservations (ranging from $14 to $25) and digital theater, sound, and 3D technology elevate the level of experience.

Surprisingly, above all the luxe inclusions, Hashemi favors one of the least popular spaces in most venues—the women’s restroom. Even in this private space, red and yellow striped chairs, makeup tables, wood finishes, frosted stall doors, and shell-like mosaic walls scream chic. “We love people’s reaction when they go in there because it’s entirely unexpected,” he raves.

who
Project: IPIC Theater. Owner: IPIC Entertainment. Interior Design: ID & Design International. Architect: TK Architects Inc. Contractor: A.R. Mays Construction. Millwork: Quality Cabinet and Fixture Company. Photographer: Jaime Guillen.

what
Wallcoverings: Maharam, Eykon. Paint: Benjamin Moore. Laminate: Nevamar,Wilsonart, Formica, Pionite. Flooring: Old Savannah Flooring, Walker Zanger, Centiva, Stone Source. Carpet/carpet tile: Atlas Carpet Mills. Ceiling: Chemetal. Coil Drapery: Cascade Coil Drapery. Stone: Walker Zanger, Porcelanosa. Fiberglass partitions: Janus et Cie. Glass Partitions: McGrory Glass.

where
Location: Scottsdale, AZ. Total floor area: 48, 000 sq. ft. No. of floors: 1.
 


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