A new partnership between music and DVD retailer HMV and cinema chain Curzon Artificial Eye will lead to branding work for consultancy Venture Three.
HMV has linked up with Curzon Artificial Eye as it looks to open a chain of ‘art house’ cinemas to expand its offer beyond high-street retailing.
The 200-seat, three-screen pilot cinema, called hmvcurzon, will open above HMV’s store in Wimbledon, west London, in autumn.
If successul the concept could be rolled out to other HMV locations.
A spokesman for HMV says Venture Three is the chain’s preferred branding consultancy, and that it will be ‘guiding us on the way we apply the brand’.
He adds that, as a partner, Curzon Artificial Eye will also have an input into the process.
Verity Evans, creative strategist at Venture Three, says, ‘We’ve worked with HMV for the past three years to transform their brand. This is another example of the way HMV is pioneering new ways to fulfill its brand vision, and help customers get closer to the music, films and games they love.
‘There’s a huge opportunity here to do something new, and bring the unique HMV spirit into the cinema experience.’