Manhattan Theatre Club is one of the country’s most acclaimed theatre organizations. In order to create a permanent home in the Broadway district and secure their leading role in New York City’s cultural community, MTC purchased and renovated the abandoned Biltmore Theatre on West 47th Street.

An environmental graphics, donor recognition, and wayfinding sign program was developed that graphically responds to the history of the Theatre and the building. Its exterior features 2 main identifying elements which allow the Theatre to stand-out among it’s Broadway neighbors. Drawn from historical architectural motifs and reinterpreted using modern technology, they reinforce a new identity for this theater as the home of Manhattan Theatre Club on Broadway.

To recognize the generosity of the benefactors who financed the project, a comprehensive donor recognition program was integrated to the interior sign program by extending major room and area identification glass panels to accommodate a sandblasted, silkscreened dedication. To further distinguish the donor panel, the glass is silkscreened with one of 15 unique ornamental patterns derived from the same historical architectural motifs as that of the exterior building canopy. The Biltmore Theatre is now known as the Friedman Theatre.