Todd Haimes Theatre: Custom Gilded Lobby Artwork

The renovation of the Todd Haimes Theatre in Manhattan called for a distinctive lobby installation: a gold background incorporating hundreds of words and thousands of individually hand-gilded letters. Designed by Pentagram, the artwork presented a challenge that extended beyond its appearance—how to execute intricate lettering across the surface while addressing the demands of a heavily used Broadway theatre.

Marshall Okin led ART ETC’s technical development and execution. His role included translating the design into a workable production process, creating samples, collaborating with art-material manufacturers, and developing custom material formulations suited to the installation.

Material selection and application technique were central to the work. The process needed to achieve the intended visual effect while supporting the installation’s long-term durability in a public interior. Sample development provided a practical foundation for resolving those requirements before completing the artwork.

The completed installation demonstrates the combination of craftsmanship, materials knowledge, and technical leadership that Marshall brings to complex commercial art projects—from interpreting an ambitious design to developing the methods needed to produce it.