Apollo Experience Concept

The Apollo Theater is a place known worldwide for its role in launching many important artists. Yet, unless you are lucky enough to have tickets to a show, there is very little for visitors to experience at the iconic theater. The work with the Theater began with the premise that developing a visitor experience beyond seeing a show could expand the theater’s brand and grow operating revenue while creating a destination for 125th Street tourists who might not attend a show.

The work with the Apollo Theater in Harlem began with a feasibility study of the potential for a museum linked to the historic theater. Our work included developing exhibit and program concepts and then linking them to space needs and the space available at potential sites nearby on 125th Street. This initial work has led to a more detailed study of the ways that the proposed museum facility could best integrate with programmatic needs of the theater itself and its current facility.