St Andrews, Scotland, UK
October 2025
N/A
Over Stage Engineering, Traditional Drapery, Track System, Manufacturing
Entertainment Venue, Hospitality
T-Squared Social, backed by Justin Timberlake and Tiger Woods, involved the renovation of the A-listed New Picture House in the historic seaside town of St Andrews on Scotland’s east coast, northeast of Edinburgh. The project aimed to create a family-friendly cinema, dining, and entertainment venue. At the same time, it re-established the New Picture House as a vibrant social hub, securing the future of this much-loved building.
For several years, the cinema struggled to remain viable and operated at under 10% occupancy. Because much of the building is listed and dates from the 1930s, the refurbishment focused mainly on the interior. Meanwhile, the exterior remained carefully preserved, including the original name above the entrance.
During the refurbishment, Elite Contract Furniture, based in Glasgow, contacted J&C Joel after visiting the company website. They commissioned the manufacture of new drapes to replace the outdated drapes and pelmets. In addition, the scope included dividing drapes to screen the state-of-the-art golf simulators and further drapery for the smaller cinema.
J&C Joel produced all drapes and pelmets using Pure Velvet 1.4m Black (PUR001), the company’s blackest velvet, lined with Mercury Black 1.5m (MER025). The project required 270 metres of Pure Velvet and 196 metres of Mercury for the lining. In the main cinema, the drapes were installed on 10 metres of modern Triple E Unibeam corded track.
A small team of engineers completed the installation within two weeks. As a result, both Elite Contract Furniture and T-Squared Social expressed high satisfaction with the finished outcome. Following this success, Elite Contract Furniture has since placed further projects with J&C Joel and recommended the company as a leading curtain manufacturer for holiday homes across Scotland.
