- Category
- Strategy
- Identity
- Environmental
- Digital
- Sector
- Arts & Culture
Eddie Tamir, owner of Classic Cinema in Elsternwick and Cameo in Belgrave, believes deeply in the power of film and has spent his entire working life endeavouring to bring cinema (in all its former glory) back to life. When Eddie speaks cinema, his approach is infectious and from the outset, we were convinced by the potential in his vision.
The idea of opening a suburban cinema in 2015 seemed fairly risky—but this was the challenge we gave ourselves when Eddie approached Round to work on his new venture.
When naming the space, we wanted to find a connection with the building’s past that would resonate in a contemporary context, with a contemporary audience. Our research led us all to Lido, a cabaret group that used to perform in the theatre in the 1930s. It was a perfect nod to a bygone era.
Our identity and extensive signage system took its cue from historic cinema paraphernalia, referencing old scripts, film posters and iconic cinematheques from around the world.
“Round managed to peel back the many layers of Lido’s past and built them back up to create something that felt cinematically referential and utterly new world.”
Collaborators
Eddie and Linda Tamir, Classic Cinemas