Located in the World Trade Center site, the Perelman Performing Arts Center (PAC) stands as an epitome of architectural brilliance and cultural enrichment. Designed by REX, this 129,000 square feet terracotta and white structure, without windows but vibrant in nature, enthrall visitors with a dynamic and adaptive interior, assuring them excellent sonic effects.
Its brand identity manifests through a colorful blend of orange, pink, and yellow, reflecting a sense of hope and inclusivity. Bright colors personify the desire to merge respect for the past with the zest for the future, accommodating diverse audiences that represent various age, cultural, and interest groups.
Designers navigated the sensitivity of the 9/11 site and preconceived notions about performing arts centers with innovation. By earning insights from multiple visits during the PAC’s construction, they envisioned a design that harmonizes the memory of the tragic event and the center’s artistic essence.
Blending architecture and culture at PAC
The result is a design accentuating both modernity and respect, which helps defy stereotypes and invites visitors.
Joseph Lebus, the lead designer, drew motivation from the PAC’s majestic marble cube structure. His team revamped their design philosophy to ensure they developed an appealing and functional design matching the grandeur of this architectural marvel.
Implementing an American Gothic-inspired typeface and vibrant colors such as rich midnight blue and bright tangerine, the creative team echoed the PAC’s flexible and dynamic spirit. They also guaranteed consistent branding across all platforms like billboards, brochures, and digital platforms, establishing PAC as an instantaneously identifiable entity.
In a novel move, designers used the square-shaped logo as boundaries for video and cinema and a means of asset segmentation. They sought to create a brand contradicting the exclusivity linked with similar spaces while introducing a welcoming atmosphere. Nuanced tones of muted colors and shifting gradients complimented this effort and projected the vibrancy and fluidity of the venue.
The choice of typography purposefully supported the PAC’s standpoint on inclusivity, thereby visually communicating not just the striking architecture, but also the all-embracing and vibrant atmosphere that the PAC offers to visitors and performers alike.
