IMAX asked Gensler to develop a prototype design for its theater interiors and communications. The graphic program included product (movie) posters, wayfinding and menus for tickets, movie times and concessions. The client was relying on the environment and graphics as the primary means of repositioning the IMAX brand to customers and prospective development partners on an international level. The overall design approach emphasizes a bold, bright, clean, modern aesthetic that challenges the traditional movie theater. Elements common to movie theaters are either reconceived or eliminated: movie posters become an illuminated wall that addresses the wide and varied IMAX offer and wayfinding relies heavily on a system of icons applied as large-scale graphics integrated with architectural surfaces. Bright colors, high light levels, translucent and metallic finishes signal that this is indeed a different kind of theater for a different kind of movie.