The Voxel Theater

Branding, Design, Experiential

/ 2020
Typographic mural lettering and kinetic poetry wrap around the lobby of The Voxel Theater

Celebrating the backstage language of theater in a high-tech performance space


The Voxel is an amazing black box theater and cultural tech lab in Baltimore. Our team developed a comprehensive experiential design and brand identity for the theater, including signage, murals, wayfinding, and artistic lighting.

The exterior metal mesh screen facade of the Voxel Theater in Baltimore lit up at night in rainbow colors
A giant typography kinetic poetry mural of backstage theater cues wraps around the lobby of the Voxel Theater
Above photos by Karl Connolly
An animated, kinetic typography logo for the Voxel Theater

The words behind the scenes

The Voxel Theater is also a classroom and test kitchen for QLab, the industry-standard theater tech software developed by Baltimore’s Figure 53. QLab’s behind-the-scenes technology powers Broadway shows, sporting events, and thousands of theater productions around the world.

Our design for the space turns stage cues into kinetic poetry that winds through the building. This hidden backstage language of theater is transported from the places it typically lives — tech sheets, stage managers’ headsets, and computer scripts — into the lobby and other public spaces of the theater.

A giant typography kinetic poetry mural of backstage theater cues wraps around the lobby of the Voxel Theater
A giant typography kinetic poetry mural of backstage theater cues wraps around the lobby of the Voxel Theater

In the lobby and restrooms, a hand-painted mural brings this “back of house” language to the foreground. The cues mix spoken, written, and computer languages, reflecting the interplay of people and technology in contemporary theater.

Mint-colored giant typography kinetic poetry wraps around the restroom interiors of the Voxel Theater
Mint-colored giant typography kinetic poetry wraps around the restroom interiors of the Voxel Theater
Mint-colored giant typography kinetic poetry wraps around the restroom interiors of the Voxel Theater
Cast black concrete door pulls with embossed text on the doorways to the Voxel Theater
Even the theater’s custom, cast-concrete door pulls get in on the typography action.

Black cast-concrete letters on black brick gives The Voxel’s signage a distinct, tactile quality. Sculptural and graceful during the day, at night the letters cast fittingly dramatic shadows across the brick facade.

The Voxel, black cast concrete dimensional signage on the a black brick facade
9W, black cast concrete dimensional signage on the the black brick facade of the Voxel Theater
Diagram of the experiential design proposal for entrance to the Voxel Theater

Architecture becomes part of the stage

Techniques and systems inspired by stage lighting extend the theatrical experience though the lobby and onto the street. Since The Voxel is a performance space and theater tech lab, we wanted to give technical directors full control over the experience. Fully-programmable lighting in the vestibule and on the building facade along with speakers above the entryway add drama to The Voxel’s street presence. We imagined these built-in features as tools for a director to start setting the scene — even before their audience steps through the doors.

We collaborated with architects Ziger/Snead to develop a lighting approach that transforms the building after dark, the woven stainless steel screen glittering magically when lit from below.

The exterior metal mesh screen facade of the Voxel Theater in Baltimore lit up at night in bright colors
The exterior metal mesh screen facade of the Voxel Theater in Baltimore lit up at night in bright colors
A giant typography kinetic poetry mural of backstage theater cues wraps around the lobby of the Voxel Theater

Project team: Bruce Willen, Nolen Strals, Kacie Moon, Christian Mortlock
Collaborators: Ziger/Snead Architects, Signs of Intelligent Life, Luke Works, Triangle Sign, Figure 53

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