EVENT Hospitality & Entertainment (EVENT) has announced the launch of a new cinema concept at its flagship George Street cinema in Sydney.
Opening last Friday, Event Boutique draws on the rich heritage of the EVENT-owned State Theatre and the quirky QT Hotels to deliver a theatrical, design-led cinema experience completely bespoke in its design aesthetic.
Event Boutique brings this unique design together with unconventional food and beverage offerings, designer recliners and footrests, waiter service to seat, state-of-the-art sound, bigger screens and world-class pure laser projection.
Event Boutique brings a new level of premium to the out-of-home viewing experience, with each theatre boasting a unique style and design aesthetic, offering a completely different experience in every single auditorium.
Sydney’s first two Boutique cinemas are ‘The Library’ ( which seats 28 guests and pays homage to the art of storytelling) and ‘Paparazzi’ (which seats 46 guests and celebrates the glamour of the red carpet).
Another feature of the Event Boutique cinemas is that they are designed to be configurable, and are be available for private bookings and corporate functions from cocktail events, creative corporate team sessions, product launches to private screenings.
The Event Boutique food offering has been designed in collaboration with some of the best artisan and local producers, including Sonoma Bakery and Vic’s Meats, to deliver menus that continue to push the boundaries of premium in-cinema dining.
Jane Hastings, chief executive of EVENT, said: “We don’t believe in a one-experience-fits-all approach to our cinemas or our customers. Through our research we understand customers want choice, even down to the style of their seat.
“Those seeking premium experiences not only expect the best seat, sound and vision – they want to fully immerse in a great experience.
“Event Boutique, our latest in a raft of new premium experiences, is a result of engaging fresh thinking to create a unique experience that immerses you from the moment you walk through the door.
“Customers who have been part of our design process and have trialled the experience tell us this is the best yet.”
Luke Mackey, general manager of Event Cinemas, said: “Our new Boutique cinemas enhance the viewing experience featuring unrivalled laser projection technology for the clearest picture, coupled with world-class sound, designer aesthetics and bespoke menus, everything about the Boutique experience is premium, unique and world class.”
Event Boutique will be rolled out in select cinema locations in Australia and New Zealand, with Newmarket in New Zealand currently in development.