L.A. Live's Nokia Theatre changes name to Microsoft Theater with New Signtech Installation
Microsoft unveiled a new signage installation for the Microsoft Theater at the 7,100-seat concert and special events venue at L.A. Live. Signtech fabricated and installed the Microsoft letterset as phase one of a multiphase rebrand project to transform the dining and entertainment hub’s 40,000-square-foot outdoor plaza into “Microsoft Square”. Jones Lang LaSalle managed this extensive rebrand project. All signs for the Microsoft Theater and Microsoft Square rebrand were designed by Gensler and Signtech engineered and fabricated the signage 100% in-house at Signtech’s San Diego facility. Signtech’s in-house crews installed the signs to provide complete turn-key service.
Signtech’s fabrication expertise was crucial in achieving the true color of Microsoft’s logo. The 10’ logo faces had to be constructed of the right material and have a precise lighting temperature to accomplish Microsoft’s signature colors. A custom bracket system was created to hang the 6’1 Microsoft letters over edge of the theater to appear as if they were floating.
The balance of this multiphase projects includes blade signs, box office signage, VIP entrance signage and an oversized roof logo. In order for the logo to be seen by cameras in helicopters flying over the venue during events the Microsoft logo had to be 50’x50’. To ensure safety, the theater’s structural engineer was consulted to approve that roof can hold the oversized logo and that the attachment methods were could withstand high winds. A large crane will be used to hoist the 50’ logo onto the roof to set them in place. Once the roof signs is installed the multiphase project will be complete and the Microsoft Theatre and Microsoft Square rebrand will be complete.
You can read more about this historic rebranding at the following links:
Los Angeles Times
CBS Los Angeles
The Hollywood Reporter