WATCHING > PROXYMATION
ABC is an art-house cinema in Toulouse. It’s the older independent cinema of the city, always standing for equity and social cohesion. I based my research on the educational commitment : going to an art-house cinema is a form of entertainment with an educational approach.
This educationnal journey allows us to live stories by proxy and develop our capacity of compassion and our emotional intelligence. According to a study published by the Psychology of Aesthetics, Creativity, and the Arts journal, TV-shows watchers show more empathy when they’re confronted to someone’s emotions in real life. It also echoes to the Catharsis principle of Aristote : seeing upset, vulnerable or failing characters calms us down and helps us to accept our own flaws.
To emphasis these experiment, I played with the ideas of projection, perspective and resonance and designed 3 solutions : signage, logotype and booklet. The signage is using light and shadow, projecting informations on the walls. This gives a mystical path, preparing yourself to receive the full experience of a movie.