Helping visitors have a ‘wicked’ experience at Apollo Victoria Theatre with a new wayfinding strategy & design



The Ambassador Theatre Group, with 50 venues in the UK, US and Australia, approached CCD to deliver a new wayfinding and signage solution in their Apollo Victoria Theatre.

Client: Ambassador Theatre Group (ATG)

The Brief

We were asked to deliver a wayfinding strategy and a new design solution that could be rolled our across their portfolio of theatres, starting with the Apollo. This included concept design, sign schedules, production artwork and installation.

Unique building, unique challenges

Because of the nature of the Apollo, a 1930s listed Art Deco building, special attention had to be given to the architectural details to make sure the new system was sympathetic to its surroundings.

Considerations were made for interior character, building period, look and feel, brand integration, environmental graphics and particularly to colour and material integration.

The result is a new improved system that it is highly visible but yet blends in within the space, giving it a sense of belonging.

More than signage

Co-ordination with the house lights was important to be sympathetic to the performances while also assisting visitors to find their way. Illuminated signs in the auditorium indicate the facilities during the interval and dim down with the house lights whilst performances are in session.

We wanted to create a connection with Wicked, the long-standing show. However, we also had to allow for customisation for corporate and other events. Using colour-changing LED’s, the signs in the main foyer illuminate green during show times to match the theme, however can be changed for other events.

The system kit of parts we’ve developed is highly versatile (using different materials), meaning that it can be adapted and applied to other theatres, giving them a consistent look that strengthens the ATG brand.