Apollo: Historic & Victoria Theaters

The legendary Apollo—the soul of American culture—serves as a creative catalyst for Harlem, the city of New York, and the world.

Visit website

APOLLOTHEATER.ORG

Flyleaf Creative is currently engaged with the Apollo Theater to design a comprehensive Signage Program for two major projects:

  1. The renovation of the Apollo’s Historic Theater
  2. The new construction of the Apollo’s Victoria Theater

Much of this work is focused on how to leverage the historic landmarked legacy theater and its future impact on new generations of artists and audiences. To that end, we are designing a lobby experience in both Theaters to welcome and serve as a “conceptual connective tissue” that links history with future.

Flyleaf Creative is designing signage to help activate spaces at important gathering spots, signaling the difference between programmable areas, and information areas. We are developing distinct visual vocabularies for signage (tied to the Apollo brand) to serve various wayfinding purposes for different audiences throughout both buildings.

 

SERVICES

  • Environmental and Wayfinding Signage

Visit website

APOLLOTHEATER.ORG

SERVICES

  • Environmental and Wayfinding Signage

Creating the Future by Restoring the Victoria to its Former Glory

Housed within a luxury Vaudeville theater designed in 1917, The Apollo’s Victoria Theater is a 32,000 sq ft space that will house two state-of-the-art black box theaters and two floors of office space. The new theater complex will provide space for the growth of The Apollo’s work with emerging and established artists from Harlem and around the world, and for commissioned artistic programming.
The project has a target completion date of February 2024.

Our goals are to:

  • Give The Apollo’s Victoria Theater a presence in the building’s lobby
  • Tell the Apollo story and establish The Apollo’s Victoria Theater as part of the Apollo family
  • Layer the Apollo’s brand upon the architectural features of the third floor lobby of the Apollo’s Victoria Theater
  • Honor the history of the Harlem Victoria Theater

The Program:

  • Arrival experience design within the 1st floor lobby of the building
  • Interior wayfinding leading audience members from the 1st floor lobby to the Apollo’s Victoria Theater third floor space,
  • Secondary signage for major donors and ADA tertiary signage

 

Building a Campus with a Legacy Brand

Harlem’s Apollo Theater was constructed in 1913 and has since earned national, state, and city landmark status. Flyleaf is joining the team for the next phase of the building’s major restoration project, focused on the theater interior and lobby space with the addition of a cafe-bar and expanded retail area. Partnering closely with Charcoalblue, Beyer Blinder Belle, and the Apollo’s retail consultants, Flyleaf Creative is helping to shape the lobby experience.

Our goals are to:

  • Tell the Apollo story
  • Activate the lobby throughout the day
  • Integrate graphics, technology, and history
  • Create a welcoming space for both members of the community and tourists
  • Layer inspiration from the Apollo’s Harlem neighborhood
  • Design a clear wayfinding system within the complex historic building

The Program:

  • Guiding the interior design of the lobby in collaboration with Charcoalblue
  • Design of placemaking features to support storytelling goals
  • Secondary signage for major donors and interior wayfinding for the four-storey building, ADA tertiary signage