"Skidmore, Owings & Merrill (SOM) transformed the Strand Cinema from a derelict century-old venue into a new theater for experimental works for American Conservatory Theater (A.C.T.). The project’s design began with a stencil version of A.C.T.’s identity. The SOM graphics team then stenciled letterforms throughout the building’s exterior signage, interior wayfinding and donor wall. The lobby’s two-story translucent LED screen recalls the building’s cinematic past and beckons passersby to discover the new space’s offerings for themselves."
