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Stingy signage spoils imax experience

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Avery Associates' imax cinema in Waterloo ably demonstrates the way in which a degraded space can be used imaginatively, and an experience which could all too easily be cheap and gratuitous can be transformed into something awe-inspiring.

I cannot be the only person to have rushed to enjoy the imax experience in a building which I am not ashamed to be seen entering. But why has the South Bank been so stingy with its signage, leaving punters milling around like lost sheep?

Helen Donaldson

London NW1

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