fot. EverGreene Architectural Arts

Broadway’s most beautiful theatre. Art Nouveau theatre New Amsterdam

The New Amsterdam Theatre is, along with the Lyceum Theatre, the oldest theatre still in operation in New York. According to many locals, it is also the prettiest theatre on Broadway. The auditorium of the theatre is a great example of Art Nouveau in the interiors. The walls are resplendent with floral and animalistic decorations on almost every part of them. There are also many wall paintings referring to the best works of drama. Unfortunately, the history of the theatre has been rather turbulent. The Great Depression contributed to the gradual decline of the building, and in the 1990s Disney saved the theatre from further deterioration.

In the early 20th century, Klaw and Erlanger, a company that manages a number of arts and culture venues, commissioned the theatre and offices to be built on West 42nd St. in Manhattan. On the street side is a ten-storey Beaux-Arts style office building. It was from here that Klaw and Erlanger conducted its booking operations. The actual theatre section is located at the rear. The buildings are connected by a passageway on the ground floor. The facility with an auditorium could accommodate two theatres.

Beauty in two styles

The Beaux-Arts style façade has not survived to the present day. The small wall area accommodated numerous ornaments. On the sides, the architect designed marble columns. The bronze heads are reminiscent of the flowing shapes of Art Nouveau. The use of this style is further evidenced by the windows. The one under the arch is shaped like an omega and its frame is decorated with a branch. The original Art Nouveau door with overlight has been replaced over time. The ornamentation of the arch above the windows is noteworthy. The keystone in the middle of the arch is characterised by floral decoration in the form of laurel leaves, oak leaves and ivy. The gable, meanwhile, features three sculptures, including one depicting Cupid. A decorative garland surrounds the whole.

Once inside, a green vestibule leading to the ticket offices appeared before the public’s eyes. The ticket office lobby is decorated with floral pilasters. The ceiling is covered with wooden coffers. Most parts of the room are lined with marble and carved terracotta pilasters. Above the marble panels are terracotta reliefs depicting scenes from Shakespeare’s works. Other panels, on the other hand, feature scenes from Wagner’s operas and Greek dramas.

The ornaments of the foyer matched those of the lobby. A relief depicting a woman and flowers was placed above the entrance to the auditorium. The inscription ‘Progress’ was added above the figure. Other reliefs showed the colony of New Amsterdam founded by the Dutch. The English took over the settlement, which in time became New York. The last panel depicted the skyline of the city at the end of the 19th century. Over time, the reliefs were replaced by mirrors. The same fate also befell the glass dome of the ceiling. The coloured glass was pulled down and replaced with gold paint.

The quintessence of Art Nouveau

The reception area is quintessentially Art Nouveau. The lower part of the walls is clad in lacquered wood with floral ornaments. The wooden panels have medallions with portraits. Each of the 38 medallions depicts characters in love from classical dramas. The wood combines well with the creamy Caen limestone. The stone fireplace is decorated with branch-shaped ornaments. The same motif is reproduced on the upper section of the fireplace. Above the entrances are two paintings entitled ‘Inspiration’ and ‘Creation’. Finally, the barrel vault is decorated with floral ornaments.

The smoking room was used as a lodge for men. The sixteen paintings, the dynamic shapes around the columns and the decorated vault make the room a true work of art. The central part of the dome is crowned by an ornate truss with a sculpture depicting a winged youth. The ornamentation of the oval vault is complemented by an inscription taken from Shakespeare: “I had rather a fool to make me merry than experience to make me sad”.

The most stunning room is the auditorium. 24 metres high, the auditorium could accommodate 1 500 people. The rows of seats were divided into separately decorated sections. Interestingly, the balconies were set directly on the walls. The steel skeleton of the structure could withstand greater loads. Each of the balconies was decorated with Art Nouveau bows and vines. The auditorium impresses above all with its colour scheme. Shades of green, beige, red and pink perfectly reflect the lively spirit of Art Nouveau. The lower parts of the walls are clad in wood. The most impressive feature of the Neumark brothers’ workshop is the arch over the stage. Harmoniously arranged floral decoration is crowned by a painting that depicts love, gallantry, death or melancholy.

The theatre was also a high-tech facility. Directors were able to use girders, hydraulics, lighting and a revolving stage. At the time, it was one of the most modern and largest theatres in New York. The New Amsterdam was the first theatre to use a structural steel frame. This solution even allowed a second auditorium to be placed on the roof of the auditorium. The sky garden could accommodate up to 680 people.

Decadent revues

The theatre’s greatest contribution to fame can be attributed to Florenz Ziegfeld Jr. The revues entitled “Ziegfeld Follies” quickly became the showpiece of the theatre. The dancers were dressed in colourful, decadent costumes and their appeal drew crowds. This type of performance made its debut in Paris at the beginning of the century. The plot of the performances was often based on a humorous portrayal of historical figures. Loosely connected scenes were filled with colourful and delightful scenery.

Reception, photo by EverGreene Architectural Arts
Zobacz

The theatre’s golden period did not last long. Two significant tragedies occurred in the 1930s that changed New Amsterdam forever. Ziegfeld died in 1932 and attempts to resurrect the follies were unsuccessful. The Great Depression of the 1930s also hit the theatres hard. Fewer and fewer people wanted to pay for shows, which had become an ‘unnecessary’ expense in their lives.

Over time, part of the theatre space was rented out as offices. Subsequent tenants converted the theatre into a cinema, but this did not bring financial benefits. Part of the Beaux-Arts style façade was also cut down and covered with an awning sign. The décor of the theatre fell into disrepair as late as the 1970s. Fortunately, in 1980, the New Amsterdam was added to the national list of historic buildings. Despite its historic status, subsequent attempts to renovate the building failed.

Fairytale land

Thanks to Marian Heiskell and Michael Eisner, the theatre was saved. The two had served on Disney’s board of directors in the early 1990s, and Heiskell urged Eisner to buy the facility and make it an ideal venue for the premiere shows of musicals. Eisner was initially opposed to such an idea, but his attitude changed when he saw the state of the building with his own eyes.

Renovations got underway, and by 1997 the theatre was ready for a new opening. The restoration of the devastated interior ornaments was handled by EverGreene. Paintings, polychromes, floral decorations and windows were conserved and restored. Some of the original decorations were hidden under a thick layer of paint. Interestingly, as much as 75 per cent of the decoration and more than half of the wooden elements had to be restored. The company received two awards for the thoroughness and professionalism of the restoration.

The hard work of the renovation has definitely paid off. Disney has gained a beautiful place to stage its musicals. ‘The Lion King’ or ‘Marry Poppins’ proved to be considerable successes. Currently, New Amsterdam is staging another famous musical entitled ‘Aladdin’. Broadway’s most beautiful theatre is also one of the most important of its kind in the country. A rich history combined with even richer décor make the New Amsterdam Theatre the ideal Art Nouveau theatre.

Photo source: EverGreene Architectural Arts

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