Dome Theatre Group.
Industry
Live Entertainment
Services
Brand Strategy, Brand Design, Web Design
Visit
dometheatregroup.com ↗
The Challenge
If you’ve been to the theatre in recent times, we’ll go out on a limb here and suggest it was, well, a mixed bag. Sure, the show might’ve been unforgettable, but the experience probably belonged in a bygone era.
It was the 18th century that saw the flourishing of theatre as a popular pastime, with new playhouses springing up across the UK. And while their numbers continue to dwindle, the demands of today’s customers only rises.
But for all their rich cultural heritage, traditional theatres are often small, cramped, and eye-wateringly expensive to run. Densely concentrated in the major metropolises, they’re surrounded by prime real estate, constraining opportunities to expand or redevelop to house today’s most ambitious shows, pushing costs ever upwards. The demand is there, but then so too are alternative forms of entertainment.
In stepped Dome Theatre Group, whose love of the performing arts drove them to reimagine the theatre fit for the 21st century.
Having successfully developed a prototype in the Middle East in the lead up to the pandemic years, today’s Dome Theatre is a more refined, ambitious evolution. And when we were invited to build the online platform launch their concept to the world and shake up the industry, we were right on board.
1.0 Brand Strategy
Dome Theatre is a big departure from convention, so positioning the concept to win both hearts and minds of potential investors was key.
First, the business case. Designed from the ground up, the dome-shaped semi-permanent structure stands proud over 2,000 luxury grandstand seats, which can be quickly reconfigured into a 5,000-capacity standing area, making for a highly flexible, super-efficient venue fit to host every type of major full-scale stage production or touring act. Musicals, theatre, concerts, ballet, opera, you name it. No more restricted-views or acoustic dead zones, this is live entertainment the way it’s meant to be.
Then there’s the magic, because we’re not just talking about a cool venue. Leaning on their deep connections in the live entertainment scene, the team behind Dome Theatre also provide access to a curated calendar of world-class events, shows and artists from London's West End, New York's Broadway, and the Las Vegas Strip.
Finally, we needed to pull it all together and weave it throughout their core mission: bringing culture back to the people, breathing new life into neglected neighbourhoods, and growing the next generation of fans and talent across the full spectrum of performing arts.
2.0 Brand Design (colour & type)
With a mould-breaking concept like Dome Theatre, we went chin-out with our colour and type choices.
When it came to creating the colour palette, we needed to evoke feelings of creativity and luxury. The tangerine provides such a nice punch of energy against the opulent deep purple and bright white for the perfect combination.
We paired it with the Neue Haas Grotesk typeface for its clean aesthetic that conveys a sense of modernity and sophistication. And much like Dome Theatre, it’s highly versatile: bold and commanding when when at large sizes in heavier weights, and at small sizes, it remain clear and legible.
3.0 Web Design
We designed Dome Theatre's new website with two primary objectives in mind.
First, to introduce the concept and clearly position the business case as a solution to a problem. And given the current cost of capital, the mood among UK investors just now isn’t exactly ‘brakes-off’ just now, so whether the challenge is footfall, customer profile, unlocking local growth, or regenerating communities, Dome Theatre needed to be the tonic.
And second, to establish the team's credibility to successfully deliver such complex projects as, at the time of launch, only a prototype stood as tangible evidence of their collective chops. This meant turning the spotlight not only on the team's professional background, but also the blue chip clients they work with on related projects and technical partners too.
How did we do? Well, multi-million pound capital investments are rarely overnight affairs, but the progress made to-date - with international real estate development companies and local authorities here in the UK - the indicators are hugely promising. We’re hoping to have some breakthrough news in the coming months, so stay tuned, but until then, we’ll let the guys at Dome Theatre do our talking.
Client Testimonial ↗
Qubit Creations designed a real ‘snake charmer’ of a website that has received awesome feedback.
We approached Dan with the brief to create a website for our exclusive state-of-the art entertainment concept, Dome Theatre.
We didn’t know exactly what we wanted, but we knew how we wanted our website to feel!
Qubit Creations designed a real ‘snake charmer’ of a website which conveys a very strong product and service story which has received awesome feedback from the many clients and prospective clients.
