ATG Lyceum Theatre

– Green Room creates flexible kiosk concept for the Ambassador Theatre Group’s theatre portfolio

– New kiosk concept leverages unique features of theatres and shows to enhance customer’s experience at ATG theatres

With purchases of refreshments and snacks being an intrinsic part of any trip to the theatre and an important revenue stream for venues, the Ambassador Theatre Group (ATG) commissioned Green Room to initially create a new concept for the kiosks in two of London’s largest theatres, the Lyceum and the Apollo Victoria.

Founded in 1992, the Ambassador Theatre Group is one of the leading and most successful live entertainment operators with close to 50 venues worldwide, with sites ranging from historic theatres in the West End and on Broadway, to regional and multipurpose venues.

In the hustle and bustle of the busy foyer environment, the design concept for the kiosk uses high level illuminated signage and graphics, allowing theatre-goers to easily identify and navigate their way to the kiosk. At over 2.5m, the back-wall display presents hero products and latest offers, which are imaginatively merchandised, creating standout for the kiosk.

With purchases made at very specific times; before performances and during intervals, usually within relatively short time-frames, it’s vital for customers to be served as efficiently as possible. The curved configuration of the display, helps manage queues and allows customers to see the full range of drinks and snacks on offer at a glance, promoting an accelerated purchase-decision making process. Once at the till, further counter height and low-level product ensure there’s the plenty of opportunity for customers to make those last-minute impulse purchases and also buy the all-important programme as a memory of their visit.

Matt Davies, Head of Interior Design at ATG said, “We are delighted with the results, moreover the immediate impact; the Apollo Victoria theatre, in particular doubling its sales over the same period the previous year. Green Room were on-hand to provide clear and concise design stages, seamless on-site management and timely information throughout the entire process. Given the ongoing opportunities to roll this concept out to over 30 UK theatres, I wouldn’t hesitate to use Green Room again in the future.”

Green Room’s design approach adopts an 80:20 ratio, where 80% of the design remains consistent across the portfolio, while 20% can be adapted to create a point of difference that reflects the theatre and/or the current show.

Home to two of London’s hottest ticket shows; The Lion King has been running at The Lyceum for 19 years, whilst Wicked has been showing at the Apollo Victoria for 12 years, Green Room’s concepts use materials, lighting and subtle propping to reflect the character of each show, adding to the customer’s overall theatre experience. The Lyceum’s concept features warmer golden tones associated with the Lion King, while the concept for the Apollo uses black and vivid green elements, synonymous with Wicked’s visual identity, and it also includes fret-cut metal motif detailing, taking cues from the theatre’s architecture.

Mike Roberts, Chief Creative Officer at Green Room commented: “Having successfully installed kiosks in the Lyceum and the Apollo, initial sales figures have been extremely positive, exceeding expectations. Green Room’s 80:20 design approach is perfect for ATG’s varied portfolio and we’re pleased to share that they now plan to roll out our flexible concept to other theatres within their group, incorporating bespoke elements that seamlessly fit into each of the venues.”

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