PVR ECX

NEW DELHI

VMRD - - Contents - Satarupa Chakraborty

Spread across 21,673 sq. ft. with a seat­ing ca­pac­ity of 1001 seats, PVR ECX is the mul­ti­plex ma­jor’s lat­est take on am­pli­fied movie ex­pe­ri­ence. De­signed by Madrid-based Stu­dio Gronda, the space boasts an un­matched com­bi­na­tion of the lat­est de­sign aes­thet­ics as well as tech­nol­ogy that re-de­fines the theatre ex­pe­ri­ence in the coun­try.

Ex­pe­ri­ence first

Tucked in city’s lat­est swanky ad­dress for lux­ury brands, The Chanakya, ECX, the lat­est for­mat by mul­ti­plex leader and In­dia’s largest film dis­tribut­ing com­pany PVR, ac­tively aided the trans­for­ma­tion of iconic Chanakya Cin­ema. Sym­bol­iz­ing a new turn­ing point in the con­cept of ex­pe­ri­en­tial de­sign. The space com­bines movie en­ter­tain­ment, world-class F&B ser­vices and at­ten­tion with im­mer­sive tech­nolo­gies and stream­lined lux­u­ri­ous de­sign.

Con­ceived as a bou­tique cin­ema with three au­di­to­ri­ums, they fit way above an in­ter­est­ing num­ber of 300 guests. The de­sign in­tent, tak­ing cues from high-end re­tail, has cre­ated a slick yet im­pact­ing wel­come façade. Stu­dio Gronda has cre­ated an ex­pe­ri­en­tial theatre whereby the con­stric­tive na­ture of the built area (rooftop) was solved with rich, re­flec­tive sur­faces, pan­els, Ital­ian mar­bles and art­ful light­ing, to­gether mak­ing the com­pressed lay­out of the var­i­ous spa­ces (au­di­to­ri­ums, cor­ri­dors, F&B and ticket con­ces­sions) ap­pear spa­cious and larger than re­al­ity.

Defin­ing dig­i­tal

In its new in­car­na­tion, PVR ECX Chanakya un­veils the most op­u­lent cin­ema for­mat in In­dia with its 4K pro­jec­tion sys­tem, next-gen­er­a­tion 3D-en­abled screens with ul­tra HD pic­ture qual­ity and Dolby AT­MOS sur­round-sound sys­tem in all au­di­to­ri­ums. The new cin­ema also of­fers Quick Tix, PVR’s dig­i­tal tick­et­ing so­lu­tion to pro­mote cash­less trans­ac­tions and re­duce tick­et­wait times. The cin­ema also of­fers an au­to­mated F&B kiosk, Quick Bites, wherein vis­i­tors can ei­ther pick up their or­der from the counter or get it serve on their seat.

The plush and pomp

A tri­an­gu­lar mo­tif in­spired by PVR’s logo, is a repet­i­tive ele­ment present on floor and wall pat­tern re­in­forc­ing the cor­po­rate im­age of the com­pany. Once guests step through the strik­ing por­tal at the ground floor, they have a sense of en­ter­ing an­other realm.

With this launch, we have also reached a mile­stone of 600-screens bring­ing us closer to the 1,000 screen mark. With 3 screens and var­i­ous lat­est cin­ema tech­nolo­gies, the en­hanced cin­ema ex­pe­ri­ence is ex­pected to aid the trans­for­ma­tion of this nos­tal­gic space of Chanakya Cin­ema.

The com­plex plan dis­tri­bu­tion, in this par­tic­u­lar project, was a chal­lenge due to its long con­tin­u­ous cor­ri­dors. A wide use of mir­ror walls and edge-lit di­ag­o­nally in­clined pan­els, com­bined with dark­ened ceil­ings, give spe­cial am­pli­tude and an im­pres­sion of lev­i­tat­ing plains that mes­mer­ize and en­ter­tain the pas­sage through these cor­ri­dors. The same prin­ci­pals have been used to give an un­prece­dented and unique look to the wash­rooms.

Light and ac­tion

As it is be­fit­ting the world of cin­ema, light­ing plays a strong part in the ex­pe­ri­ence. Lev­i­tat­ing light pieces fill dou­ble height spa­ces, a grand chan­de­lier pro­vides mes­mer­iz­ing re­flec­tions, while in­side the au­di­to­ri­ums, var­i­ous light­ing ef­fects pulse with the ar­rival and de­par­ture

of the guests. Back­lit al­abaster counter fronts and tops lend an un­com­mon ap­peal the F&B con­ces­sions, so often an eye­sore in the mod­ern mul­ti­plex.

On step­ping into the au­di­to­ri­ums it is im­me­di­ately ap­par­ent one has en­tered a dif­fer­ent realm. The warm reds of the panel walls flash in se­quence with hor­i­zon­tal light stripes that shine in short pe­ri­ods mak­ing the polyg­o­nal faces of the cubed sur­faces light up. Dur­ing the ar­rival and de­par­ture of guests, be­fore and after the movie, the dif­fer­ent light­ing ef­fects en­hance the guest prepa­ra­tion for, as well as let­ting them go gen­tly back to re­al­ity.

This un­prece­dented light­ing phe­nom­e­non to­gether with the jour­ney from the lit façade and lev­i­tat­ing planes, grand chan­de­lier and mes­mer­iz­ing re­flec­tions, com­bine into a sin­gu­lar im­mer­sive event, for a truly unique movie ex­pe­ri­ence.

Diego Gronda - Founder of Stu­dio Gronda

We aimed to em­body In­dia’s re­spect for cin­e­matic art through ex­pe­ri­en­tial de­sign and good play of lights. We over­came the chal­lenge of long cor­ri­dors through wide use of mir­ror walls and edge-lit di­ag­o­nally in­clined pan­els.

Ajay Bi­jli, Chair­man and Man­ag­ing Di­rec­tor, PVR Pvt Ltd

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