Work / Reel Platinum Suites

Reel Platinum Suites

A menu for the suites, read by the light of the table lamp.

Reel Cinemas is Emaar Entertainment's cinema brand. In the Reel Platinum Suites at The Dubai Mall, every seat is a leather recliner with its own side table and lamp, and food is cooked to order and brought to the seat. The studio redesigned the menu for the suites and produced it: a gold linen cover printed with the Platinum Suites mark, a tan leather strap with brass screws, a taupe inner cover and the pages in English and Arabic.

The photographs of the printed menu are shown relit, against renders of a suite. The suite frames are renders, and the print on them is taken from the photographs; the films are built from the R and the menu's colours.

In toneThe R as the inner cover prints it, taupe on taupe.

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The paletteGold linen, taupe, tan leather and the print.

A render: two leather recliners in a dark cinema suite, a lamp and the gold menu on the side table between them — The suiteA render: a recliner, a side table and a lamp to each seat.

The gold linen menu cover with the Reel Platinum Suites mark, lit by a warm lamp in a dark room — The coverGold linen, the Platinum Suites mark printed in black.

The gold linen cover with the R and the Arabic name of the Platinum Suites, in warm low light — In ArabicThe same cover, the mark with the Arabic name.

A render: the gold linen menu closed on a walnut side table beside a brass lamp and a leather recliner — On the tableA render: closed, by the lamp.

A render: the menu seen from above on a walnut table, the Arabic cover in the lamp's light — From aboveA render: the Arabic cover on the side table.

A render: a brass slotted screw on a tan leather strap between the taupe card and the gold linen — The spineA render: a tan leather strap, fixed with brass screws.

The menu's taupe inner cover with the mark and Emaar printed in tone, beside the leather strap, in low light — The inner coverTaupe, the mark and EMAAR in tone.

A menu page listing pizzas and desserts with a photograph of a pepperoni pizza, held up in a dark room — Pizza and dessertsA photograph to each section.

A menu page in Arabic with photographs of a pizza and a dessert, in warm low light — The Arabic pagesThe same menu, set right to left.

An open menu spread headed Main Course with photographs of a sandwich and fries, in warm low light — Main courseThe dishes set beside their photographs.

The clothThe R on gold, a light crossing it.

Leather and brassThe strap and its screws, on taupe.

A render: the menu open on a walnut table, its taupe inner cover printed in tone, the leather strap and the gold linen cover beside it — OpenedA render: the Arabic inner cover, with إعمار at its foot.

Reel Platinum Suites, Reel Cinemas, for Emaar Entertainment. Menu redesign and production by Alternative Space. The R and the Reel Platinum Suites mark are Reel Cinemas'; EMAAR is Emaar's. The menu photographs are relit and set against renders of a suite; the suite, the side table, the cover from above, the strap and the open menu are renders, their print composited from the photographs.

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