FOX THEATER POMONA
Green room
rebrand and renovation
Brand Identity and Interior Environmental Design.
From the name on the door to the art on the walls.
CONTEXT
A new identity for an existing space
The Drink Eats and Lounge at Fox Theater Pomona needed more than a refresh. It needed a new identity. Commissioned by Fox Theater Pomona and Pomona Fox Concessions LLC, the project involved renaming and rebranding the space as the Green Room, developing the brand from scratch, directing the interior renovation, and curating, building, and installing original artwork throughout.
The result was a cohesive environment where the brand and the physical space were the same thing.
THE SPACE
Logo, interior direction, artwork curation, physical installation. Each element had to hold up individually and read as a coherent whole: a bar, an entry, an upstairs lounge, exterior signage. They all needed to feel like they came from the same place.
The artwork installation had a specific concept rooted in music nostalgia: vintage speakers covering an entire wall, a vinyl wall wrap designed from high-resolution photographs of my own record collection, boomboxes as sculptural objects, and a custom cassette tape lighting fixture above the bar. The curtains were sewn from the theater's own seat fabric, sourced through a local business in the venue's network. The details gave the space a point of view.
Directing a physical renovation is different from designing assets for one. It requires making decisions that have real, lasting consequences in a space that people will occupy.
Where the brand and the space are the same thing.
PROCESS
From drawings to installation
The renovation was planned through illustrated layout drawings developed before construction began. The drawings mapped spatial arrangement, artwork placement, and installation concepts across the space.
BRAND IDENTITY
Developed from scratch
The brand was developed from scratch alongside the renovation. Logo, typography, signage system, artwork selection: every element was designed to coexist with the physical space and amplify what was being built.
SCOPE OF WORK
Interior Design Direction Artwork Curation
Physical Installation Environmental Design
Signage Renovation Direction