THE PARIS THEATER

Role: Design & Creative Direction
Agency: Public Address

As part of Netflix’s revitalization of The Paris Theater—New York’s longest-running arthouse cinema—the design system was crafted to honor the venue’s legacy while introducing a refined, contemporary edge. Inspired by the original letter board marquee, which Netflix restored as part of the renovation, the identity leans into modular, typographic layouts and letter-by-letter animation treatments that echo the tactile process of manually placing letters on the marquee. Netflix Sans, the brand’s proprietary typeface, anchors the system, while subtle uses of red tie the identity back to Netflix’s broader visual language. The system comes to life across both physical and digital touchpoints—elevating everything from in-theater signage to campaign materials and social—creating a timeless yet flexible identity for this iconic cultural space.