At a Glance
Client: Rochester Institute of Technology (RIT)
Project: MAGIC Spell Studios – A facility for games, film, animation, and digital media
Objective: Design a one-of-a-kind academic and industry production hub
Impact: A groundbreaking space that fosters student entrepreneurship and industry collaboration
Capabilities Engaged
- Architecture
- Structural Engineering
- Experiential Design
- Higher Education Planning
- Media & Technology Integration
Project Overview
RIT envisioned a space that would redefine how students and faculty collaborate, innovate, and engage with the games, film, and digital media industries. They needed more than just a building—they needed an immersive, high-tech environment that would blend education with industry-level production standards.
MAGIC Spell Studios is the realization of that vision: a facility where students ”learn by making things,” gaining hands-on experience in world-class production studios, high-end animation labs, and an entrepreneurial innovation hub.
Challenge
Building a first-of-its-kind academic and production space came with significant challenges:
- Unifying Disparate Disciplines – The facility needed to seamlessly integrate games, film, animation, and digital media while maintaining a strong academic identity.
- Connecting to Gannett Hall – An existing basement extended beneath the project site, requiring creative structural solutions to support the new building and preserve existing ventilation systems.
- Complex Acoustics & Light Isolation – Four key production spaces—the Sound Stage, Sound Mixing Room, Color Correction Room, and a 180-seat Dolby Atmos Theatre—had strict acoustic and lighting design requirements to meet professional industry standards.
- Balancing Fun with Function – RIT wanted an environment that was playful, immersive, and interactive, while offering the cutting-edge in digital media production.
Approach
To meet RIT’s ambitious goals, SWBR developed a design strategy rooted in storytelling, technology, and innovation:
- Designing an Experience – The journey begins at the proscenium-inspired entrance, featuring a glowing entry canopy and a pixelated terra cotta façade that hints at the digital creativity inside. A two-story interactive lobby showcases the work within and sets the stage for exploration.
- Seamless Structural Integration – To overcome site challenges, structural piles were installed to bridge Gannett Hall’s basement, and the existing air shafts were rerouted through the new building.
- Industry-Grade Learning Environments – Inside, a movie sound stage, high-powered Media Development Labs, Animation Studios, and the Innovation Suite provide real-world production capabilities, fostering collaboration between students, faculty, and industry partners and preparing students for their careers in the creative industry.
What We Did
Revolutionize higher education & industry collaboration.
- Design a first-of-its-kind media innovation hub that unites film, animation, gaming, and digital media.
- Engineer a structurally complex connection to Gannett Hall, ensuring seamless integration without compromising design or function.
- Create world-class production spaces, including a 7,000 SF Sound Stage, Dolby Atmos theater, and specialized sound mixing & color correction suites.
- Develop a dynamic, playful student environment, incorporating interactive media, digital displays, and innovative lighting.
- Establish MAGIC’s Innovation Suite – a 24/7 collaborative space where students launch startups and work alongside industry professionals.
The Impact
MAGIC Spell Studios is a launchpad for the future of media and technology. By bridging higher education with industry, the space empowers students to turn their creative visions into reality, preparing them for careers in gaming, film, animation, and digital media.
This bold, visionary space solidifies RIT’s reputation as a global leader in innovation – attracting top students, faculty, and industry partners to a truly one-of-a-kind creative environment.