We were commissioned by shopping centre giant Westfield to produce conceptual guidelines for the cinema in their west London development which opened in 2009. Cinema Deluxe is envisaged as a blueprint cinema to inspire future generations and a return to a time when going to the movies was an exciting event.Hip, sexy and futuristic, this 14 screen cinema is a destination in itself rather than a place to endure when one wants to see a film. A strong architectural language is of paramount importance, creating an ?out of this world? experience while proving that good design is not necessarily more expensive.