Odeon pilots branding by Wolff Olins

Cinema chain Odeon is trialing elements of its new branding at the Camden Parkway Cinema in north London. It is not to be officially launched until December.

The work, by Wolff Olins, is intended to excite the customer, Odeon marketing manager Ron Hanlon has said (DW 8 August). He was unavailable for further comment as Design Week went to press. The new identity will replace one of a 1930s vintage created by Oscar Deutch.

Rival group UCI still declines to comment on its rebranding exercise, understood to be handled by The Identica Partnership. “It’s no secret that UCI is looking at its brand identity,” says a UCI spokeswoman.

UCI has, however, opened its first multiplex cinema, in Cardiff Bay, using a new format by Fitch. The 7m 12-screen site features a sub-branded Zero games area and the first Ben & Jerry’s ice cream concession in the UK. The consultancy has attempted to spread the film experience throughout the entire complex with the use of a film-themed bar called The Lounge, themed merchandise, and projected film images.