Tasked with the spatial design of Cinema Rusail, our team sought to transform the neglected structure into a nostalgic yet fresh pop-up experience. Keeping the existing geometric arches and structural elements as our framework, we drew inspiration from the retro aesthetic of regional films popular during the cinema’s prime. The objective was not merely to decorate but to recreate an era, immersing visitors in the same atmosphere that once made Cinema Rusail thrive.

A key challenge was to evoke a sense of nostalgia without losing the event’s theatrical flair. To achieve this, we incorporated dramatic red velvet curtains, gold trimmings, and wallpaper collages featuring iconic film posters. These elements recalled the grandeur of the classic movie-going experience, while wooden decorations and playful touches set a warm, inviting tone.

No cinema experience is complete without refreshments, and this event featured a special snack bar by Hafsah, an Omani brand known for reviving nostalgic snacks from the 1990s, including popcorn, slushies, and ice cream. We redesigned the snack bar to blend seamlessly with the pop-up cinema’s vintage-inspired decor. By integrating Hafsah’s branding elements, we ensured that guests were not only treated to classic flavors but were also immersed in a cohesive, retro ambiance that evoked fond memories of childhood and local heritage.

While the cinema itself carries a storied past, the updated brand identity reflects both its legacy and newfound purpose. Farah Al-Adawy and Asma Al-Saadi led the branding efforts, channeling the retro style of the cinema’s prime years into logos, signage, and visual materials. This also included merging Hafsah’s branding with the cinema’s, ensuring consistency throughout the space. Their work extended to the merchandise, allowing attendees to carry home a piece of the experience and preserve the story of Cinema Rusail long after the event ended.

By blending architectural preservation, nostalgic design, and the energy of the Omq Film Awards (Kadi Film Festival), Cinema Rusail transcended its dormant state to become a vibrant hub of cultural expression. This event paid tribute to both the cinema’s storied past and the bright future of Omani film-making. It highlighted the potential of community-focused initiatives, proving that old venues can be reimagined to inspire new generations and shine a spotlight on creative talent

From the vintage décor to the retro-themed snack bar, every aspect of this spatial design was crafted to spark imagination and celebrate the rich tapestry of Omani film history. In doing so, the pop-up cinema became a memorable destination, honoring the legacy of the past, reflecting the passion of the present, and beckoning visitors to keep dreaming big for the future of Omani cinema.