New World Development unveils new retro logo for State Theatre

New World Development (NWD) has unveiled a new retro logo for State Theatre as part of the conservation project of the historic site, after the company's partial acquisition of the site back in 2020. 

Inspired by the State Theatre’s cultural history, the new logo and fresh branding for the theatre was launched as part of its 70th anniversary celebrations. The logo design references many of the artefacts collected by the conservation team over the past two years, including historic movie tickets, movie programmes, and staff uniforms. The team then uses the theatre’s original emblem as the basis for the logo, and re-interpreted it into a contemporary design.

The new retro logo also pays homage to its iconic parabolic exoskeleton truss in the roof, while offering a sneak preview of the rebirth of this new cultural landmark. 

The logo uses a specially designed font that highlights “State Theatre” and its Chinese characters, while the overall design also pays homage to the theatre’s iconic parabolic exoskeleton truss in the roof, and the classic burgundy and gold colours of the old theatre curtain. The new branding of the State Theatre hints at the imminent rebirth of this legend, and the old glamour that the conservation team will revive.

Adrian Cheng, CEO of New World Development said: “The State Theatre is an extraordinary cultural asset for Hong Kong, and we are delighted to unveil its reinvigorated identity, which was inspired not only by its 70-year-old legacy, but also by its iconic architecture that has been a fixture in the community.”

“The new design embodies the State Theatre’s former glory, and it highlights New World’s unwavering commitment to conserving heritage and promoting cultural exchange for our next generation,” Cheng added. 

MARKETING-INTERACTIVE has reached out to New World Development for further information.

Furthermore, NWD is organising a series of immersive theatre dinner soiree under the theme of “DreamState” at the Michelin-starred Chinese restaurant yè shanghai in K11 MUSEA, where former residents and cultural figures associated with the theatre will be invited. The theatre neon sign at the entrance of the restaurant will be on until the end of November, allowing the public to reminisce about the olden days of the State Theatre. 

As the guests enter the dining venue through the classic burgundy theatre curtain, they will pass through a scene from the past, accompanied by special visual and audio effects, and over 20 rare artefacts, including a 1950s movie programme, numerous old cinema tickets and photos, creating a unique photo op. 

While popcorn represents modern cinema, sugarcane juice and grilled dried squid were the symbols of the old cinema. “DreamState” is bringing back the classic sugarcane and grilled dried squid snack stalls to the venue. The dinner menu is specially curated by the culinary team of yè shanghai, with reference to the 1950s nightclub menu, while Tony Wong, a local dessert master, will also create a dessert in the shape of the parabolic exoskeleton truss of the State Theatre roof to pay a flavourful tribute to the classic State Theatre.

On top of that, Andrew Bull, the "Father of DJ in Hong Kong", will be invited to lead a group of local and international performers to choreograph an immersive theatre dinner soiree that recreates the old glamour of Hong Kong’s entertainment industry from the 50s to 80s through music, dance, drama and fashion. Classic songs will be performed, aiming to bring guests back in time through music.

NWD has pledged to revamp the historic site into mixed use property back in July this year. Situated in North Point, the development will have a gross floor area of 35,790 square metres, including 18,726 square metres for residential and 17,064 square metres for commercial use, according to the Buildings Department’s Monthly Digest for May 2022.

In 2021, New World Development launched "Discover the State Theatre in All of Us" to allow visitors to rediscover the golden age of the State Theatre in the 1950s. At the beginning of the tour, visitors are asked to go to the box office to "select" their seats. After that, they would receive a vintage movie ticket that marks the start of the journey.

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