At the Nanchang Insun International Cinema, located in Nanchang’s Book City in Jiangxi province, China, One Plus Partnership designers were inspired to combine two elements — books and film — into their concept
A white background with a black font is the most often-used book printing format around the globe, and this provided the inspiration for One Plus Partnership in conceiving its design for the Nanchang Insun International Cinema, located in Nanchang’s Book City in China’s Jiangxi province.
The design team, headed by One Plus founders Ajax Law and Virginia Lung, considered that the nature of film itself, meanwhile, is a direct opposite to print. Cinematographers use black frames to capture scenes and emotions. Yet, setting aside the literal difference of black and white backgrounds used in both films and books, they nonetheless correlate with each other in that both use a series of still images to depict meaningful stories.
Words and pictures, though different in medium, strive to achieve the same goal — to inspire and ignite the imagination of people who have hidden their deepest desires. To make a remarkable film, the creative work of the scriptwriters plays an important part. At the cinema, the papers hung on the wall resembles masterpieces written by scriptwriters, turning over a brand new page for movies to come.
Black and white are the two main colour components of the Nanchang Insun International Cinema. Upon entering, visitors encounter a sea of whiteness. Book pages flip along the wall, recalling an image of a sea of the books. Located in the middle of the lobby, stacks of ‘paper’ are piled on the floor. When seen from afar, these create an illusion that they are made of real paper, but are actually cash registers made from Corian.