Construction start moves Auckland closer to Q

It has been talked about for a decade but it was just this week that the public saw the first sign that work on Auckland’s Q Theatre had begun. A taste of the branding for the new performance arts space was also revealed through the most creative hoarding ever to grace the city’s streets. Bright pink and incorporating colour photographs of dancers, an actor and a musician; it reads ‘Moving You Closer’, a promise to Queen Street passers-by, while hiding the construction behind.

The eye catching design is the first visible sign of the work of Dow Design who have worked as consultants on the Q Theatre project for five years, giving the theatre its name and creating the brand vision. It also offers insight into the vibrant entertainment to be unleashed upon Auckland when this exciting new venue opens its doors in late 2011.

“Together the hoarding and website re-launch this week mark a truly significant milestone for this project” says Dow Design’s Creative Director Donna McCort. “It is the public's first visual introduction to Q so we need to set the scene and represent the energy, creative and inclusive qualities of the theatre.”

Set between the Town Hall and the Classic Comedy Club at 305 Queen St, the Q Theatre is situated in downtown Auckland’s entertainment zone, complementing The Basement, The Civic and The Herald theatres and the new Aotea Square. With a capacity of up to 460 people and a flexible freeform performance space, its size, scale and flexibility will fill a gap in Auckland’s theatre needs.

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