GALA CASINO - BRINGING THE INSIDE OUT
In the last decade, gaming legislation that prevented customers from walking into a casino, signing up and playing immediately, was relaxed. Gala seized this opportunity to reinvent their casinos and make the experience more exciting by bringing some of the excitement outside. They needed a solution that would adapt to their varied sites - from the rooftops of The Rotunda in Glasgow, to the bright lights of Bristol; one site is traditional, with an elegant, classic feel, the other is contemporary, appealing to a new generation of players looking for something different on a Friday night. Gala wanted to stand out from the competition and create a welcoming, safe environment for customers.
AN EVER CHANGING FACADE
The main brand sign was designed so that the box was almost invisible. A heavily polished acrylic face supporting dimensional letters with illuminated caps, meant that the letter's reflections appeared to be behind the linear illuminated lines, giving the sign a sense of depth. There was also color chaging LEDs that gradually transitioned from blue to magenta to white over a few minutes which provided a small element of discovery. These signs needed to be formatted a multitude of ways so that they could be applied to most instances in a very varied and inconsistent estate.
BRINGING THE OUTSIDE IN
Some of the principles applied on the outside, bearing in mind we were on a tight budget, were brought into the interiors. The backdrop of the illuminated lines behind transluscent colored acrylic was used to add drama to restaurant and bar area signage. Banners with "Eat, Drink & Play" lined the perimter internally and externally, whilst the animated brand signage was translated to intenral lightboxes and LCD monitors in atriums and shared spaces.
There was also a series of gaming themed door level signage that we designed for less high profile areas such as restrooms (we say toilets in GB), Electrical closets, storage areas, and the like. These were complimented for visibility at high level with a second tier illuminated sign that used negative space between the lines of illumination to provide a higher degree of legibility from distance, whilst differentiating it form the high profile area signage. This kind of signage would be used for amenities such as Restrooms, Cloakrooms, Cashiers and ATM machines.