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A commanding focal point

A commanding focal point

isGroup commissioned Applelec to create illuminated built-up letters for the new multi award-winning Storyhouse complex, situated in the heart of Chester’s bustling city centre.

The old Odeon cinema, a Grade II listed building, was recently restored and repurposed to create a £37 million cultural centre, which now comprises a theatre, library and boutique cinema.

As part of the refurbishment project, isGroup appointed Applelec to manufacture three sets of letters for the internal and external structural signs. Created from Applelec’s built-up metal letter range, the finished signs create a commanding focal point, while also complementing Storyhouse’s art deco design.


The external signage was installed at high-level, with the first set mounted to the rear of the building and the second on the Storyhouse tower block, over the main entrance.  At 1000mm in height at their tallest, the letters were fitted with opal acrylic and were further enhanced with the integration of cool, white 6500K SloanLED modules that provide a crisp and even illumination.

Commenting on the project, Andy Armitage Applelec’s Head of Signage Sales, said: ‘With Storyhouse located in the city centre, one of the challenges was to ensure lighting levels complied with regulatory standards. This was achieved by using halo illumination as this effect produces far less light pollution, while still deliveringthe intense and elegant glow, which the signage required.”

To ensure design consistency, built-up metal letters together with 6500K SloanLED modules, were also used for the internal sign, which stands at 760mm in height, and were mounted onto a hanging frame structure. To maximise the sign’s impact, the letters were face lit to create bright illumination, thus achieving a striking entrance.


Paul Dyke, isGroup’s Sales Director, said: ‘The letter design was influencedby retro inspired fonts, which perfectly reflect the 1930s era of Storyhouse. We consulted with Applelec during the design process so that we could draw upon its expertise, high-quality craftsmanship and products, all of which helped us meet the requirements of the client.’

isGroup completed the structural design and steelwork calculations required for the preparation of the high-level sign installations.

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For further information on Applelec, visit:

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