As entertainment venues, cinemas are facing fierce competition on all fronts. Ever-improving technology and guest reward systems have become ubiquitous, and home viewing via Netflix and Amazon are the new norm. So when guests choose to see a film on the big screen, their expectations go beyond freshly popped popcorn and a reclining seat.
ODEON needed to redefine its offer, setting their guest experience apart from the competition and creating a reason to visit that can’t be replicated at home.
20.20 created the new, award-winning ‘ODEON Luxe’ brand proposition and identity. An entirely new breed of cinema for ODEON, this tiered proposition gives film fans the opportunity to upgrade to a luxury alternative with more personal space, larger reclining seats and an elevated food and drinks offer.
As part of the re-brand, we designed a high-end bar for ODEON Luxe sites named ‘Oscar’s Bar’ after the cinema’s founder, Oscar Deutsch. We also created sophisticated retail communications that have taste appeal while supporting commercial requirements.
The ODEON Luxe brand can be experienced in all its finery at ODEON Leicester Square, the jewel in the crown of the ODEON estate which reopened in December 2018. We designed a future-forward experience across Leicester Square’s auditorium, bar, retail and foyer spaces. Making sure to keep the site’s rich cinema heritage at its heart, we uncovered compelling ODEON stories and brought them to life through beautiful interiors, graphics and digital design.
+ ODEON Luxe has been rolled out across the UK and Europe and has won several sector awards
+ Attendance at ODEON Leicester Square is increasing and has surpassed expectation in its first few months.
+ ODEON chose 20.20 to create ODEON Leicester Square’s launch campaign to increase awareness of the new ODEON Luxe proposition and the grand reopening of the cinema.
We delved into the history of ODEON Leicester Square to uncover compelling stories we could bring to life through interiors, graphics and digital design.
The refurbishment has "transformed the UK’s ‘home of the premiere’ back into a global icon in the heart of London’s West End" – London Post. ODEON Luxe Leicester Square epitomised our whole Luxe proposition.