Ambassador Theatre Group is currently transforming its front of house areas by installing a number of stylish lounges and concept bars.
Having invested more than £3 million in the roll-out of 22 Ambassador Lounges and 10 premium bars so far, ATG has planned a further investment of £600,000 by the end of 2014.
Transformations are also taking place across the Atlantic, with over $600.000 currently being invested in foyer renovations at ATG's Broadway theatre, The Lyric.
ATG has invested more than £500,000 in its first regional venue, the New Victoria Theatre, during the past twelve months. The 1,300 seat auditorium, designed by the architects that worked on London's Sadler's Wells Theatre, has had new carpet laid throughout and been painted a rich, warm colour. There has also been work on ensuring that the auditorium provides good sight lines ensuring an unrestricted view through the house.
George Couyas, ATG's in-house interior designer, said, "the ambition for our Ambassador Lounges is to create a sophisticated and luxurious experience for our customers.
"Pre-show and during the interval, they can now enjoy exclusive access to our new Lounges which include table service, private washrooms and a welcome drink on arrival.
"The design scheme is inspired by the 1960s Mad Men era and is evocative of a decadent private members' club."