Hull New Theatre: Setting a New Standard for Modern Theatres with AJ Products (Sneak peek at the end!)

Setting the Stage for Transformation

In the world of entertainment venues, theatres stand as pillars of culture and connection. But beyond the magic on stage, a truly exceptional guest experience lies in the details that create an inviting and adaptable space. This case study dives into Hull Theatres’ ground-breaking efforts to redefine front-of-house experiences and explores how their partnership with AJ Products is setting a new benchmark for modern theatres. Discover the innovative changes that are elevating the theatre experience to new heights!

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Background

Hull Culture and Leisure is a subsidiary of Hull City Council that operates Hull New Theatre and Hull City Hall (Hull Theatres) providing entertainment for a diverse region, including shows, concerts, exhibitions and workshops. The New Theatre recently underwent a ￡17m upgrade, making it a prime location for major UK touring productions.

Hull New Theatre has a capacity of 1330. With an extensive programme of events every year, it handles a high volume of people daily, weekly and annually.

Operations Manager Jozef Csendes said of their front-of-house design, “Due to our large capacity, we needed to find a robust furniture solution for our various front of house areas that met our many requirements.”

Workplace furniture and equipment brand, AJ Products (UK) Ltd , is a one-stop shop that prides itself on its modern Scandinavian design and providing high quality solutions at affordable prices.

Navigating Design Challenges

The Hull New Theatre faced significant challenges with its front-of-house flow. The primary concern was finding durable, versatile, and aesthetically pleasing seating options that align with the Theatre’s contemporary interior design.

Jozef said of the challenges, “Our previous experience was that furniture suppliers didn’t really understand our needs as a theatre, offering standard sofas and park-style benches.”?

Hull New Theatre was looking for versatile furniture to accommodate a theatre’s various functions, such as restaurant seating or corridor seating. Durability was also key. The furniture needed to be suitable for everyone, from concertgoers and musical patrons to families experiencing the annual pantomime, yet it also needed to ensure that it fitted within their style and design ethos.?

In addition, Hull New Theatre’s front-of-house seating needed to accommodate every single visitor, from those waiting for a lift before finding their seats in the circle to excitable children before a pantomime.

Certain front-of-house areas lacked a clear purpose and were underutilised. Redefining these spaces was crucial for maintaining professional appearance, efficiency, and customer comfort.

As part of a local authority, any furniture solution had to meet strict procurement guidelines.

Solution: Modular and Adaptable Furniture

Despite an array of online options, finding suitable designs was challenging. Many seating options were impractical, with legs that made cleaning difficult or limited color choices and unsuitable fabric.

Jozef expressed frustration, “Procuring for theatres is difficult; hundreds of specialist organisations supply restaurants or hotels, but theatres have very different needs with limited ?specialist suppliers”.

Operations Manager, Jozef researched suppliers and chose to approach workplace furniture supplier, AJ Products, who were able to suggest furniture ideas that had yet to be considered.

“When Jozef first reached out, it was clear that chairs and sofas weren’t going to work for their space so we needed to offer a different solution. The benefit of AJ Products in this case was that we are not a specialist, we cater for lots of different types of workspaces, educational facilities and public spaces. The solution we offered was originally designed to be used in schools but there was no reason whatsoever it wouldn’t also work for this purpose,” says Sales Manager, Nikki M.

Their modular seating blocks are sturdy, come in various colours, and can be easily moved by staff. These features made them ideal for theatre usage that can change overnight.

“AJ Products’ quality is fantastic and offers excellent value for money”, Jozef said of discovering Swedish-owned furniture manufacturer and supplier AJ Products, who offer a seven-year guarantee on their entire range.

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Benefits of Modular Seating

Jozef was delighted with AJ Products’ solution, stating, “The design quality and their seamless integration with the theatre’s existing décor were exceptional.” He added, “They’re durable, very light, and fit into most areas without compromising layout or style.”

The adoption of AJ Products’ modular furniture provided several benefits:

• Durable for high-traffic venues
• Easy maintenance with reconfigurable modules
• Versatile for different event setups
• Aesthetic alignment with the theatre’s look

Jozef highlighted the value of a personal interaction during procurement, stating, “Having a human level of conversation made the process run smoother.” Helen Beebe , Managing Director of AJ Products UK, emphasised, “Our expert sales team supports our customers by providing suggestions and advice to help them find the right solution for their business.”

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Conclusion and Sneak Peek!

Hull New Theatre’s upgrade, supported by AJ Products, sets a new standard for theatres. Modular and adaptable furniture provided durability, versatility, and aesthetic appeal. The value of human interaction in the procurement process facilitated easier decision-making and long-term satisfaction.

Jozef concluded, “Since our stylish redesign, we have become a benchmark for other venues, and we’re enjoying that.”

Sneak Peek: Curious to see how modular solutions can elevate your space? Discover how AJ Products’ solutions can set your venue apart, just as they did for Hull Theatres.