11 August, 2023
An iconic moment in the definition of a brand
Almost since the inception of cinemas and the movies, the Odeon has been synonymous with the glamour of a night at the ‘Pictures’.
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Almost since the inception of cinemas and the movies, the Odeon has been synonymous with the glamour of a night at the ‘Pictures’.
Back in the 1920s and 30s when cinema-going was an exciting new form of entertainment, the Odeon emerged as an iconic brand, with its flagship cinema located in the heart of London’s West End in Leicester Square.
As a company that prides itself on innovation, Pearce was (and still is today) eager to collaborate with brands that represent the very latest in consumer trends. Securing Odeon as clients for their first neon company sign brought to us all the visionary excitement that comes with modern entertainment, and a desire to use the latest lighting technology to make a statement.
And so we found ourselves doing something groundbreaking, using neon lights to design a modern, 20th century Art Deco look that has, in many ways, laid the foundations for the latest evolution of Odeon’s visual identity.
Reflecting the geometric lines of the 30s, the building was designed by architect Harry Weedon and built by contractors Sir Robert McAlpine. Taking 7 months to build, its iconic black granite Art Deco facade influenced the design cues that we brought to the development of the famous Odeon corporate brand.
The building, which opened on November 2, 1937 with a premiere of ‘The Prisoner of Zenda’, remains the leading cinema in Oscar Deutch’s Odeon cinema chain. It’s used for UK and world film premieres and the annual Royal Film Performance.
The original Odeon sign that you can see here was designed and installed by Pearce Signs.
