NEW YORK, NY – NoMad Theater, a Mandarin-language theater company founded in 2022, has quickly emerged as a groundbreaking player in New York City’s cultural landscape. Through visually striking design, community-centered programming, and inventive workshops, NoMad has attracted record-breaking audiences and secured significant sponsorships, cementing itself as a leader in multicultural storytelling.
In just over a year, NoMad has seen a 60% increase in participation, engaging over 300 attendees in workshops, showcases, and socials. Its summer Comedy Workshop Series became a cornerstone of its programming, blending traditional themes with contemporary humor and immersive visuals. Posters designed for the series, tailored to unique weekly themes such as improv, clowning, and sketch comedy, became key drivers of audience growth and digital engagement.
“Every event we host, from workshops to plays, tells a story—visually and narratively,” said Sissi (Xiqian) Chen, Co-Founder of NoMad Theatre. “Our visuals are part of the experience. They draw people in and invite them to be part of something special.”
NoMad’s success has extended beyond audience numbers. Its flagship production, The President’s Invitation, set to premiere in March 2024, secured more than $10k in funding thanks to a carefully crafted business development brochure for sponsorship. This strategic outreach highlights NoMad’s ability to blend creativity with business acumen, creating sustainable growth for the young organization.
Design as a Catalyst for Growth
At the heart of NoMad Theater’s rapid ascent is a clear visual identity that sets it apart. From posters and social media campaigns to spatial layouts for events, design has been a key driver of the theater’s success.
Cherry Qu, NoMad’s Design Lead and Event Strategy Coordinator, played a crucial role in shaping this identity. Qu led the design and production of a 16-poster series for the Summer Comedy Workshops. Each poster was tailored to reflect the themes of individual events—ranging from improv to clowning and sketch comedy—through thoughtful use of color, typography, and layout. These cohesive visuals became integral to NoMad’s branding, driving digital engagement across Instagram and RED, China’s leading social media platform, and generating record sign-ups for the workshops.
Qu’s influence on NoMad’s success extends into event strategy and spatial design. For the theater’s Halloween social, part of the Summer Comedy Series, Qu applied her design expertise to optimize the event layout. From organizing entrances, seating, and bar areas to ensuring a seamless flow of over 300 attendees, her spatial planning created a polished, functional, and welcoming environment.
Attendees praised the experience for its thoughtful design. “The posters set the vibe even before you arrived, and the flow of the space made everything feel natural and engaging,” shared one participant.
Her design approach extended to smaller events, including NoMad’s Script Reading Event, where she crafted thematic posters and a creatively designed drink menu to enhance the overall attendee experience. These thoughtful touches underscored the theater’s commitment to both professionalism and creativity.
“Good design goes beyond looks—it creates connections,” Qu noted.
A Cultural Movement for a New Audience
NoMad Theater has not only created a platform for Mandarin-language storytelling but also fostered a vibrant community of participants and audiences. Through workshops, panel talks, and performances, the theater bridges cultural gaps and ignites new conversations around identity, language, and performance.
Cherry Qu’s work has been instrumental in turning NoMad Theater into a thriving cultural platform where creativity meets connection. Looking ahead, NoMad Theater is preparing for its next season, including its much-anticipated debut production and expanded community programming. Its success reflects a larger shift in New York’s theater scene—one where design, strategy, and inclusivity combine to create meaningful, lasting cultural impact.
“We’re proud to see such growth,” said Sissi (Xiqian) Chen. “NoMad Theater is about bringing stories to life, and seeing our audience grow proves that there’s a real hunger for these stories.”
From its visually immersive experiences to its strong community connections, NoMad Theater’s rise signals a bold future for multicultural theater in New York—where every detail, from the script to the poster, plays a role in telling a story that resonates.
Media Contact
Company Name: NoMad Theatre
Contact Person: Sissi Chen
Email: Send Email
Country: United States
Website: https://nomadtheatre.org/