Launched this year, Roxy Cinemans is a small chain of luxury cinemas in Dubai. The two locations at launch (with more on the way) replace the previous Reel Cinemas, owned by the same company, Meraas, and apart from the general population auditoriums ‚— which still have more luxury finishes than your average AMC with crappy carpeting — the Roxy experience offers an “Editor’s Suite” and “Director’s Lounge” options where you can feel like Harvey Weinstein. The identity for Roxy Cinemas has been designed by Dubai- and London-based Ochre.
As simple as it is — four geometric letters, fitting into a square with all lines extending to the corners and edges of each square — the new wordmark is quite rich in appearance. The inline obviously adds to the texture but it’s also the way the corners of each letter (except for the “O”) resolve that adds a layer of visual interest. It’s a great, bold, contemporary, luxurious wordmark. The overly spaced “ROXY CINEMAS” is maybe too spaced but I do appreciate how it’s spaced to fit between the “R” and “Y”. I have zero ability to discern what’s going on in the Arabic typography but it also seems… very spaced with the long horizontal lines. As an Engligh/Arabic unit, it’s pretty well resolved.
The print applications are dead-simple, relying on materials and rich floods of ink to establish a confident aesthetic. Despite being kraft paper, the applications feel upscale much in part due to the logo and its perfect sizing and positioning. The hints of orange add a nice visual burst. The one odd thing might be the underlined, uppercase typography that is maybe too in your face.
Everything has clearly been very well considered and no expenses spared in materials and reproduction. Uniform vests usually look dopey but these are pretty slick. Overall, this is a greatly executed upscale identity that doesn’t feel pretentious and could easily expand from the two-three current locations to a global chain of luxury movie theaters.