The original Troxy cinema opened in 1933 and was designed to seat an audience of 3,520 people. After various incarnations including the London Opera Centre and Mecca Bingo, The Troxy opened its doors to live music and parties.

Rosie Lee developed the identity for the venue's re-opening, taking inspiration from the art deco interiors and '30s style of the building, but with a futuristic twist.

The identity was enthusiastically adopted and we went on to apply it to large-scale signage for the venue, as well as the stationery, marketing literature and website.

The Troxy continues to use the identity and has become one of London's most established and well-respected large venues.

Key features

• Heritage / art deco design with a futuristic twist
• Applied to all marketing items and large-scale signage