Gateway Theatre of Shopping, South Africa

As its name implies, the “Gateway Theatre of Shopping” in the Umhlanga Rocks CBD, Kwazulu-Natal, is more than just another shopping and leisure center. The new development brings to the South African retail scene an exciting new concept – “shoppertainment”.

 

Martin’s South African distributor, Electrosonic, has incorporated Exterior 600 color changers into the conceptual design of the center which was developed by Old Mutual Properties (OMP).

 

According to Ken Maynard, Associate Vice President of RTKL International Ltd in Baltimore USA, the OMP-appointed design architects on the project, Gateway is organised into three distinct merchant zones:  the street, the palm court, and the mall.

 

The mall is the destination, the final passage of the Gateway Theatre of Shopping experience.  With its large central promenade, transitional courts, and keyhole sections; the mall creates a shopping experience unique to the region. Combined with a traditional mix or regional, national, and international tenants, the mall’s cinema and family entertainment center along with Expo-Explore, anchors the entertainment aspect of the center.

 

Best of two retail worlds – US mall and High Street

Maynard commented: ”The design of the new development reflects its context at several levels. Creating a spirit that is dramatic and memorable, the design of the Centre draws from the rich traditions, cultural history, and natural environment of the KwaZulu-Natal region.

 

“The plan represents the best of two retail worlds – the enclosed US-style mall and the highly charged open-air restaurant, specialty retail, and entertainment milieu of the traditional town High Street. 

 

Expo-Xplore sports and entertainment facility
Expo-Xplore is a two-level interactive, multi-sports and entertainment facility at the northern end of the center, which combines IMAX; sports and outdoor retailing; Planet Blue, a water-sports merchandising rotunda; cultural and live performances. The interactive aspect of the concept encompasses the world’s largest indoor climbing rock, a basketball court, children’s games and a maze.

 

Outdoor facilities include a skate park, a standing wave for surfing and a 4x4 track. Development Design Group Inc. (DDG) of Baltimore, USA, designed Expo-Xplore. DDG hired Illuminating Concepts of Detroit, USA; to create the dramatic and innovative sound and light experience that is central to the “theatre of shopping” concept.

 

“Theatre of Shopping”
The concept incorporates the audio, video and lighting infrastructure necessary to mount events as diverse as trapeze artists, fashion shows, competitions, musical shows and theatrical performances.

 

When not in use for specific events, the equipment can be programmed to produce a multitude of acoustic and visual effects that are guaranteed to enhance the shopping experience and keep visitors entertained. 

 

Electrosonic incorporates Exterior 600s and LightJockey
Electrosonic was appointed as specialist supplier/installer for some of the lighting and control equipment used to create the theatrical effects for the “theatre of shopping”.

 

A striking feature of the palm court is four 16m high steel towers, which act as visual focal points. Martin intelligent lighting fixtures were installed to change the color of the towers continuously.

 

Eight Martin Exterior 600 CMY color changers were installed to create the color effects on the towers. Rated IP 65, these fixtures can perform outside in extreme conditions and project an even wash of color from subtle tones to strong, saturated shades, ideal for innovative lighting effects.

 

A Martin LightJockey computer-based lighting control system controls the light shows. It was selected for the ease of use, flexibility and affordability it provides, while still delivering a very powerful lighting control system.

 

Gerrie Coetzee, Electrosonic project manager on the Gateway Centre commented: “The Centre was an unusual project on which to work because of the considerable attention given to using equipment that is not traditionally found in shopping centers, to create the experience of a ‘theatre of shopping’. The concept of using intelligent lighting to enhance the exteriors of buildings is a fairly new, but rapidly growing phenomenon throughout the world. It offers architects, designers and developers a very exciting tool for enhancing the way people experience buildings.”