Established in 1992, the multiplex operator has dominated the cinema network in Poland ever since. With this property it introduces residents of Warsaw towards a cinematic experience that is unparalleled. The cinema theatre stuns its patrons with the ‘New York City’ theme as it greets them with timeless displays replicating Times Square’s digital screens. TheatreWorld has an exclusive insight on this architectural feat as it converses with Piotr Gieraltowski, Architect Engineer and Founder of Extract design and also the creative brain behind this project…

When discussing architecture, how are cinema projects different than other commercial projects?

Piotr Gieraltowski: Cinemas are unique. It’s a mixture of hospitality, entertainment, but also advanced technology. We always consider our work to be more than just interior design. We create a story that our design conveys to the visitors. Cinema is a portal to the magical world of the movies; moviegoers should feel very special from the moment they cross the cinema door. At the end of the day each commercial space is a product. Cinemas all over the world offer the same movies, soft drinks and popcorn. The only difference between them are location and design. In today’s world places that have character are memorable, especially those that generate awareness and bigger revenues.

Do you abide by a certain set of dos and don’ts when you conceptualise cinema projects?

Gieraltowski: We have created way over 100 cinemas all around the world. There are different expectations depending on the region, but there are general rules to create certain focal points and make people focus on the important elements that create revenue and character of the place. Sometimes when we design cinema refurbishment, we usually change the layout and functional circulation to improve operations, limit its cost and make F&B more profitable. Those are the key elements of the business.

What has been key to your design? Where do you draw your inspiration from?

Gieraltowski: Helios had asked us to design their first cinema in Warsaw, Capital of Poland. It had to be a flagship project and something to make people talk about. It has been a huge challenge, so we decided to invent something completely new and base our concept on the most famous and known scenography of all times – New York City. I personally love NYC, so it has always been an inspiration somehow.

Focusing on Helios Blue City, what would you describe as the aesthetic features of the cinema property? What according to you makes the property noteworthy?

Gieraltowski: Helios Blue City has been inspired by NYC. Its lobby is a reflection of Times Square with several LED screens and dozens of the original decors I have brought from NYC antique stores and flea markets especially for this project. We have designed real street graffiti to be a part of the elements on the wall design. We have made use of real neon light so that when you are inside the lobby you feel like you have been teleported to the heart of NYC.

On the other hand, we have paid a beautiful tribute with this cinema to the old fashioned, non-existing theatres in Warsaw, by naming each of the screen by the name of old famous theatre and placing a big photo wallpaper showing the old theatre in the vestibule of each. It is great to see how it brings memories to our older moviegoers, when years ago they were visiting those cinemas and enjoying films there. I believe it also shows respect to tradition and localisation of the cinema which is very much appreciated by the audience.

What would you say is the architectural scheme of this property?

Gieraltowski: Architectural scheme is unique as well. Whole cinema has been fitted into the quarter of the dome. The initial cinema layout had been designed by Zera2 Architects and it consisted of 8 screens including the 3 VIP ‘Helios Dream’ concept theatres with recliner seats created by us. It also included a Premiere Hall with Christie RGB Laser projection, a large concession and a Café. It is located on the seventh level of the mall.

What sets this project apart from other cinema projects you have worked on?

Gieraltowski: It is mostly the concept. The unique experience people have when visiting this very cinema. It is like a scenography for the movie, so we hope at least some visitors feel like the actors themselves.

How would you say that the lobby acts as an aesthetic feature of Helios?

Gieraltowski: Lobby is in my opinion the most important part of the cinema experience. As we say – you can make the first impression only once. And for cinemas that is when people enter the lobby. It has to be wow. It’s aligned with our CineXperience philosophy, where we design architecture, technology and content in a consistent way. Nowadays LED screens allow to change the interior completely in seconds but not many designers use it. The content is often coincidental, while we design it and make it a true consistent part of the interior. CineXperience is the reason people are putting our cinemas on Instagram and want to visit them again.

Please describe the interior features of the auditoriums.

Gieraltowski: We believe that auditoriums have to be perfectly designed to give best viewing experience but also when people enter before the screening, they have to be elegant, functional and stylish. That’s why we have created Helios Dream with specially designed colour of carpets by Christian Delacroix reserved for Helios. With the logo and brand, we have created super comfortable reclining chairs.

What is the uniqueness of the concession stand especially structural wise?

Gieraltowski: Concessions and F&B bring up to 50 per cent of cinema revenue. Its critical for the business, so it has to work perfectly as a Swiss watch. Concession can’t be missed by the visitors, it has to be designed operationally to minimise the time of serving, still being able to display all products as possible. It’s better to have one too many than not enough and cause queues. This one we have designed as a deli window with the canopy and neon lights. Despite the light, everything is perfectly visible and appealing to the clients.

What are the technical features of the cinema property?

Gieraltowski: Cinema is about technology as much as about the design, but technology is not as obviously seen. Here, for the first time in Poland we have Christie RGB Laser projector, 3 theatres with recliner seats, Dolby Atmos in 3 halls, perfectly design viewing angles and acoustics. All these elements alter the movie watching experience to an unforgettable experience.