itaú’s cinema, são paulo, 2011

The requalification project of the former Unibanco cinemas, now called Espaço Itaú de Cinema, arose as part of the merger process between the two brands, with the aim of unifying nine spaces distributed across more than fifty screening rooms in various cities such as São Paulo, Rio de Janeiro, Salvador, Brasília, Curitiba, and Porto Alegre.

The project’s proposal was to create an intervention system that would give unity to the set of cinemas under the Itaú brand, conveying the brand experience in a contemporary way. To achieve this, the project sought to respect the unique characteristics and histories of each location, as well as address functional problems and standardize solutions in a flexible and easily implementable manner, with minimal civil works.

Among the strategies adopted are treating the cinema as a public space, ensuring clear and unobstructed flows, the use of high-quality, durable materials to withstand heavy use and require minimal maintenance, the development of a modular system for coverings, communication, and furniture applicable to all spaces, as well as a preference for digital technologies as information support and to enhance the entertainment experience.

Another important aspect is organizing the display of promotional material to reduce visual clutter and provide a more pleasant experience focused on the cinema itself.