The Guthrie Theater
The Guthrie Theater is an incredible display of modern architecture, yet it is confronted with very real wayfinding issues. Jean Nouvel wanted to integrate the signage seamlessly into the architecture, so we worked hard with his team to achieve that goal.
Recognizing the time-sensitive nature of performance venues, we innovatively addressed this at the Guthrie Theater. In the lobby areas, we deployed digital LCD and LED signage, enabling us to provide real-time, dynamic information. For the four-story escalator ride, we took a novel approach, using audio messaging to communicate complex information. A narrator guided visitors upon reaching the top of the escalator, with the urgency of the message increasing as showtime drew near.
Other signs used thick water-jet-cut aluminum panels as the primary signage material. Modern and simple, the signage added to the space's minimalist qualities.
