CINEMA CITY, UAE

Abu Dhabi

Client: Cinemacity and Atassi Entertainment
Architect: Erana Architects

Services

Brand Strategy
Naming
Brand Identity
Sub-Brand Development
Environmental Graphics
Signage

For this flagship destination for Cinemacity’s growing entertainment brand, the challenge was to create an experience where the journey through the theater was as memorable as the movie itself. In the UAE, cinemas function as all-day social destinations, requiring a brand experience that extends well beyond the auditorium.

Ripbang developed the brand strategy, naming framework, logos, and family of sub-brands, creating a cohesive identity system that unifies dining, premium amenities, and entertainment offerings. Inspired by motion, light, and the spectacle of cinema, the environmental graphics and signage turn the guest journey into an immersive experience of anticipation and discovery.

The result is a flagship entertainment destination that elevates moviegoing into a full-day lifestyle experience and establishes a scalable platform for Cinemacity’s future growth.

Modern movie theater lobby, digital screens displaying food and ticket information, seating area with red and gray ottomans, and large glass windows with palm trees outside.
Interior of a modern restaurant with a counter, yellow chairs, a neon sign that reads 'Azuhl,' a large flower bouquet on the right side, and a person behind the counter wearing a face mask.
A modern movie theater ticket counter with staff and guests, a digital display of movie posters and showtimes, and a sign indicating ticket sales from 2 to 11. Decorative orange and gray geometric wall panels.
Modern building with large, 3D red and white sign spelling out 'CINEMAX' on the outside facade.
Night view of the exterior of a modern building with large 'CINEMATEX' sign and unique architectural stairs leading up to it. There are small groups of people sitting on the steps, and trees are visible near the building.
Nighttime exterior of a modern building with glass walls, illuminated by blue and yellow lighting, featuring a large sign that reads "GRAFFITI" in front of the structure.
Interior of movie theater lobby with seating area, colorful wall art, and people standing and talking.
Nighttime view of the front of a modern building with curved architecture, illuminated with neon lights, and a sign that reads 'CENTER OF ENTERTAINMENT' in colorful large letters. There are palm trees and a paved walkway along the building.
A modern building with glass windows and a curved white roof. Red and white electronic display boards are mounted on the exterior wall, listing titles of movies or television shows, with palm trees reflected in the glass windows.