Minimalist stage design, a non-existent backstage area, no curtain: performing art stripped down to the bare essentials.

The “Playfield”: The very boards the actors tread, needed to straddle the full range of advertising materials as a design feature. Furthermore, the stage itself was to act as a composite mark in its own right and draw attention to the changed setting throughout the season. A minimalist yet intelligent illustration style was designed to encapsulate the essence of each piece, pique curiosity, surprise and, ideally, encourage people to visit the theatre.

The theatre managed to draw large crowds: almost every performance on the temporary stage was sold out.