Challenge

The(Any)Thing aimed to revolutionize the traditional cinema experience by creating the first-ever personal on-demand cinema. The challenge was to seamlessly integrate both physical and digital elements to offer a fully customizable and immersive movie-watching experience.

Solution

Since its inception, we have played a key role in shaping The(Any)Thing’s design vision, acting as their in-house Head of Design. Our involvement included all aspects of product design, from the physical experience (in collaboration with ...staat) to the development of the digital product experience within our own studio.

We reimagined the cinema booking process to make it easy for users to choose a cinema room, pick films, schedule viewings, and manage their in-room experience through the app.

The app empowers users to control every aspect of their viewing experience. They can decide not only when a movie starts but also where it plays, down to the specific location and room. During the screening, users have complete control over their environment, including adjusting lighting, temperature, sound, and pausing the movie. Additionally, they can order snacks directly from the app without interrupting the movie.