Normcore at GreenCode Cinema by Michael Tsang, Anthony Ho, David Yu

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DESIGN DETAILS
DESIGN NAME:
Normcore at GreenCode

PRIMARY FUNCTION:
Cinema

INSPIRATION:
We live in a world of plenty, so rich in products, features, and options which make our heads spin. “Basic” takes the simple things and turns them into something just a little more extraordinary.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The simplicity expressed in the cinema recalls the sense of original basic: the clarity of space, the lines of pattern and rhythm, the neat and tidy composition. The simple addition of a pitched wooden ceiling unfold the cine-basic of “sound”, yet creates a sense of “newness” in discovering something exciting about a really ordinary and functional foyer space.

OPERATION / FLOW / INTERACTION:
Spatially the foyer is decentralized to the cinema modules, yet opens its presence towards the mall and interacts more. This wooden canopy folded the spatial modules and brings them to different time and space. The virtual screen folds, the surging sound-pitch, recall the original presence of cinema experience – image and sound.

PROJECT DURATION AND LOCATION:
The design start in October 2015 till February 2016 at Hong Kong and construction start from March 2016 through November 2016.

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
The choice of material is simple: wooden ceiling textured in strips folded against a very simple white wall and floor tiled background, yet bringing more freedom of imagination.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Site area approximately 789 meter square with 3 Houses. Total number of seats 285.

TAGS:
Cinema, Basic, Normcore

RESEARCH ABSTRACT:
-

CHALLENGE:
-

ADDED DATE:
2017-06-30 08:02:28

TEAM MEMBERS (3) :
Michael Tsang, Anthony Ho and David Yu

IMAGE CREDITS:
Michael Tsang, Anthony Ho, David Yu, 2017.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Multiplex Cinema Limited

PROFILE:
Multiplex Cinema Limited (MCL) was formed in 1982 to provide local audience with the best movie-going experience. MCL Cinemas currently manages 8 prime cinema sites in Hong Kong: 2 on the Kowloon Peninsula, namely the Flagship Cinema, Festival Grand Cinema, in Kowloon Tong and MCL Telford Cinema in Kowloon Bay; 3 on the Island side, which include Grand Windsor Cinema in Causeway Bay, MCL South Horizons Cinema in Ap Lei Chau and Grand Kornhill Cinema in Tai Koo; and 3 in the New Territories, including MCL Metro City Cinema, STAR Cinema in Tseung Kwan O and MCL Green Code Cinema in Fanling. Together with The Grand Cinema in Elements at MTR Kowloon Station (under a partnership with the Shaw Group), MCL Cinemas has altogether 53 screens in Hong Kong. MCL Cinemas is always ahead of the curve, striving to provide Hong Kong audience with unprecedented cinema experience. MCL Cinemas is the first cinema circuit to install digital projection system and 3D cinema house in Hong Kong. In recent years, MCL Cinemas introduced “Boothless Projection” design and has been actively enhancing its audiovisual equipment. In April 2017, Grand Kornhill Cinema became the first cinema in Hong Kong to bring in exclusive MX4D technology from the US, featuring diverse motion effects that synchronize with actions on screen. Following the success in Grand Kornhill Cinema, MCL Telford Cinema introduced MX4D Motion Theater in the same year. The cinema also set up a brand-new House FX Theater, combining 4K projection technology, Dolby® Atmos™ Surround Sound System and ButtKicker seat vibration system to provide an enjoyable all-rounded cinema experience. Apart from movie exhibition, MCL Cinemas is the first cinema bringing alternative entertainment programs to the market. There are nearly 50 live broadcasting screenings taking place at MCL Cinemas in last year, including “Fukuyama Fuyu No Dai Kanshasai Sono 16 Live Viewing”, “B.A.P Live on Earth 2016 World Tour Live Viewing”, “L'Arc-en-Ciel 25th L'Anniversary Live Viewing” and “Yoshiki Classical Special Live Viewing” for pop music fans. In addition to pop music shows, MCL is also committed to promote the Japanese pop and anime culture in Hong Kong and has been organizing 6 J-toons Festival since 2009. These programs are all very well-received by a wide range of audience.

NOMINATION DETAILS

Normcore At Greencode Cinema by Michael Tsang, Anthony Ho, David Yu is a Nominee in Interior Space and Exhibition Design Category.

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AWARD DETAILS

Normcore At Greencode Cinema by Michael Tsang, Anthony Ho, David Yu is Winner in Interior Space and Exhibition Design Category, 2017 - 2018.



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