The Denver Film Society
The Sie FilmCenter is the permanent home of one of Denver’s premier arts organizations, the Denver Film Society. The Film Society moved to its current location in the historic Lowenstein Theater Complex on Colfax Avenue in 2011. With the new locale, the Denver Film Society and the Sie (pronounced “see”) Family felt the space needed a new aesthetic and turned to ArtHouse Design. Drawing inspiration from both the neighboring neon signs and the lights of Hollywood, ArtHouse used the opportunity to establish the Sie FilmCenter brand with a new logo, signage and wayfinding to create a vibrant landmark that asserts itself among the bright lights of one of Denver’s most storied streets.
Due to the fact that the entrance to the theater is set at the back of a pedestrian esplanade, ArtHouse needed to design a system that would attract passersby from the street to the main entrance. Using glowing yellow LEDs to trace the contours of the iconic building, the ArtHouse team designed an elegant trail that is both useful and eye-catching. This, coupled with two striking blade signs attracts even more attention and enforces the core concept that there is always something exciting happening at the center. ArtHouse also worked to make the entry to the theater a threshold, a goal that was achieved to great effect with the continuation of the yellow LED trail and beautiful, illuminated letterforms mounted to a refaced canopy.
The sense of placemaking was continued throughout the complex with custom graphics and wayfinding elements found throughout the attached parking garage. To cap off the effect of the yellow illumination, ArtHouse integrated a wash of bright yellow light into the glass elevator shaft, so that as the elevator moves, a dynamic, yellow beacon can be seen from afar. The effects of the team’s work for this exciting cultural institution were celebrated with a red carpet grand opening and ribbon cutting event featuring appearances by the Academy Award winning actress Marisa Tomei and the Lieutenant Governor of Colorado, Joseph Garcia.