Swire Signs Deal To Bring ‘Ultra-Luxury’ Dine-In Cinema To Brickell City Centre | By exMiami Staff on September 23, 2014
September 24, 2014
Swire Properties has a deal with Mexico’s Cinemex, one of the largest theater operators in the world, to open a cinema at Brickell City Centre.
It won’t be a typical movie theater. With just 11 ‘viewing rooms’ and 622-seats, the focus appears to be on high end dining.
SWIRE PROPERTIES ANNOUNCES CINEMEX THEATRE TO OPEN AT BRICKELL CITY CENTRE
Cinemex partners with acclaimed chef Mikel Alonso to bring an ultra-luxury dine-in cinema experience to the much-heralded retail center.
Cinemex and Swire Properties to kick off launch with series of outdoor film events
Swire Properties Inc, one of South Florida’s leading international developers of urban real estate, today announced that Mexico City-based Cinemex will open its first cinema in the U.S. at Brickell City Centre in 2016. The 35,677-square-foot dine-in cinema will fill the void for movie theatres in Miami’s Brickell district.
The Cinemex announcement follows on the heels of the news that Saks Fifth Avenue will be the anchor retailer for the 565,000-square-foot shopping complex at Brickell City Centre. The project is Miami’s largest mixed-use urban development and a game changer for the city and its place on the world stage.
To underscore the significance of the Miami location as a luxury market, Cinemex has partnered with Mikel Alonso, chef of Biko, named the best restaurant in Mexico and one of the top 50 restaurants in the world, to curate an unparalleled, 622-seat, dine-in theatre experience with oversized leather seats in 11 well-appointed viewing rooms. Cinemex has also tapped celebrated Mexico City mixologist Mica Rousseau, who hails from France, to work with Alonso.
“As the sixth largest cinema chain worldwide, our main focus is to bring the success of Cinemex to downtown Miami. We believe Brickell City Centre will create the perfect setting for Cinemex. As our first U.S. theatre and part of our expansion plan, we could not have chosen a better location,” said Javier Ezquerro, vice president of concession.
Miami-based Loguer Design will bring its experience in designing iconic residences, yachts and private aircrafts to create revolutionary standards of luxury and comfort at the Cinemex at Brickell City Centre.
The theatre’s facade will simulate a grand “telón” (theater curtain) via a large-scale LED screen with animated content. The telón will also serve as an important architectural continuation of Brickell City Centre’s CLIMATE RIBBON™, a breakthrough in sustainability and climate management that captures sea breezes and collects rainwater for reuse.
“Cinemex, along with last month’s announcement of Saks Fifth Avenue, underscores Brickell City Centre’s importance as an international world-class destination,” said Stephen Owens, president of Swire Properties Inc. “Cinemex advances our vision of Brickell City Centre as a new urban destination that promotes live, work, play and stay,” he added. “Brickell City Centre is about firsts, so what better place for the U.S. launch of this cinema giant,” noted Owens.
In celebration of the launch, Cinemex and Swire Properties will host a series of public outdoor film events. Cinemex started as a Harvard Business School business plan and became the largest venture-capital start up in Mexican history and one of the fastest growing cinema chain startups ever.
Cinemex is the sixth largest cinema chain worldwide, with 271 sites, 2,361 screens, 13,000 employees and continued growth within Mexico. Founded in 1995 with the intent to revolutionize the movie entertainment industry in Mexico, Cinemex began installing multiplexes and stadium-style seating with the primary focus of attending to the guests every need. Today Cinemex continues to offer innovating concepts in cinema-going including Platino Cinemex and Cinemex Premium, state-of-the-art theatres equipped with luxury seating and first-class dining, Cinemex 3D, and the 4D experience. At Cinemex, being the best in entertaining our guests is our main goal.
• Cinemex Premium: its newest concept and unique in Mexico, offers spacious seating, food service delivery to the seats, and reserved seating. • Cinemex Platino: this ultra-luxurious concept offers guests a relaxing and refreshing experience featuring a gourmet meal complete with wine and cocktail options delivered to their fully reclining and leather plush seats. Seating is also numbered and can be reserved. • Cinemex 3D and X4D: this “adventure” concept offers guests the choice to be close to the action by making their favorite movies and actors pop out of the screen. X4D offers an even more vivid experience engaging all the senses with extra high surround system, special visual and environmental effects, as well as vibrating seats.
Cinemex has presented a steady growth of double digit in the country in the last 6 years. In 2013 it received 78 million guests, and was recognized as “International Exhibitor of the Year” by ShowEast.