Long Wharf Theatre Experience Design

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Date: 10.06.24 – 12.30.24

Location

The LAB at ConnCORP
496 Newhall St
Hamden, CT 06517

Overview

Long Wharf Theatre commissioned an experience design for their 2024 – 2025 Winter show, She Loves Me. The experience involved lighting design, interior design, and printed matter for the lobby, hallway, and cafe in the venue.

Visual Identity

Interior of the Royal Palace of Budapest
Image courtesy of Reddit

The aesthetic language of this audience experience takes inspiration from 19th-century Hungarian interiors. Notable for their dim lighting, warm accents, and smoky atmosphere, these intimate spaces maintain a timeless charm. Predominant colors featured in this style of antique interior design include: rich amber hues, off whites / faded beiges, and shining gold and deep brown accents. Examples of home furnishings of this style include: gilded candle-lit chandeliers, detailed oriental rugs, draping curtains, dark wooden tables and pedestals, gilded picture frames, calligraphy / stationery sets, and perfume bottles / vanities. The ambiance can be characterized by: warm, dim lighting concentrated on tables and rugs, light conversation and acoustic music, and scents of coffee and smoke in the air.

Design: Lobby

As the first room the guests enter, the lobby sets the precedent for the entire audience experience. It is essential that the space feels, looks, and smells welcoming, warm, and quaint. In the context of She Loves Me, the lobby also functions as a space for conversation, whether verbal or written. Attendees can gather in the lobby to discuss the show, reconnect with neighbors, or meet new friends. Furthermore, attendees can use the lobby to write letters –– a hallmark of the plot and message of the show.

Before the

Lobby (before experience design)

implementation of the audience experience design, the lobby area felt cold and sterile –– far from the intimate, warm spaces of She Loves Me or of quaint Hungarian interior design. With solid grey concrete floors, a red tiled desk, black pillars and beams, muted yellow walls, and bright overhead lighting, the existing interior design appeared more corporate than antique. Furthermore, with the air conditioner running, the lobby felt especially cold amid the autumn weather. And without a distinct smell, the space lacked the olfactory component that helps make homes feel more like a haven than a building.

Lobby (experience design)

Our dressing of the lobby created a more welcoming space. It became both elegant and inclusive, especially for an audience that may not be familiar with theatre. By incorporating warm lighting, rustic fabrics, gold accents, and other sensory components, our redesign elevated the aesthetics of the space while contributing to a friendlier environment.

The redesign of the lobby incorporated the following visual elements: brown oriental rugs, dark wooden writing desk, round standing tables with tablecloths, gilded furnishings, tall artificial candles, and warm upward light sources.

Design: Hallway

The hallway leads the audience directly to the theatre. Walking through this space, therefore, should provide an experience that sets the stage for the show itself. Whether for a family taking a heartfelt photograph or for a couple enjoying a warm drink, the hallway should feel like a space for intimacy. The hallway should also offer a glimpse into the history of Long Wharf Theatre on its 60th anniversary. This information should celebrate the theatre’s past in a manner that is clear and accessible to all members of the audience.

Hallway (before experience design)

The existing hallway design again feels cold, literally and metaphorically. The pale walls and tiled floor recall those of a doctor’s office, while the bright overhead lights make the space feel unwelcoming. The low AC and lack of music exaggerate the cold atmosphere.

A dressing of the hallway should both create a more welcoming space and provide information about the history of Long Wharf Theatre. It should be both elegant and inclusive, especially for an audience that may not be familiar with the theatre arts. To celebrate the history of Long Wharf Theatre, sepia-toned photo albums of historical moments of Long Wharf Theatre may be placed on top of the standing tables. Guests may also take photographs together in the hallway. By incorporating warm dim lighting, brown fabrics, and gold accents, a redesign can elevate the aesthetics of the space while contributing to a friendlier environment. Moreover, by considering the temperature and smell, Long Wharf Theatre can enhance the homeliness of the experience.

Hallway (experience design)

Our redesign of the hallway includes the incorporation of the following visual elements: brown oriental rugs, standing tables with tablecloths, artificial tall candles, a Long Wharf Theatre 60th anniversary projection, warm upward light sources, and a Long Wharf Theatre retrospective photo album.

Design: Cafe

The cafe serves as a primary space for camaraderie and conversation. With warm drinks, pleasant smells, and live music, this space plays a critical role in enhancing the audience experience. This space should be a welcoming place for all. Couples can share a drink, children can grab a delicious snack, and families can sit down at a table together. As for the lobby and hallway, the cafe should promote intimacy and reflection through a combination of aesthetics, sounds, smells, and temperatures.

Cafe (before experience design)

Though the current cafe design feels less cold and sterile than the lobby and hallway, it can feel more inviting and intimate. The existing brick backsplash and warm lighting help warm up the space, though the concrete floors, white granite counters, and industrial beams detract from the homely aura.

Our dressing of the cafe both created a more welcoming space and augmented the existing aesthetic elements. It became more elegant and inclusive for all who request a snack or drink. Guests were welcome to sit down at the tables, listen to the live music, or stand and chat. By incorporating warm dim candles, brown fabrics, and gold accents, our redesign elevated the aesthetics of the space while contributing to a friendlier environment. Moreover, by considering the temperature and smell, Long Wharf Theatre can enhanced the homeliness of the experience.

Cafe (experience design)

Our redesign of the cafe involved the incorporation of the following visual elements: artificial tall candles, standing and sit-down tables with tablecloths, and warm upward light sources

Wayfinding Design
She Loves Me Experience Design

Challenges

Budget: With a limited budget, we decided to focus on lighting (rather than physical alterations, such as curtains) in order to significantly alter the mood of the space. While we had originally planned to purchase opaque brown curtains to hang throughout the space, we decided that a lighting solution would be more cost-effective.

Press

Broadway World: Cast and Creative Team Set for SHE LOVES ME at Long Wharf Theatre

CT Examiner: Long Wharf Theater: SHE LOVES ME