HERITAGE
The Pinball Parlour, the largest in Europe, captures a classic part of Dreamland’s heritage
“It will feel fresh, colourful and of the now. There’s no other visitor attraction in the world like it”
WAYNE HEMINGWAY Founder, Hemingway Design
What was the appeal of the Dreamland project? What isn’t appealing! It’s a wonderful heritage story in Britain’s most happening seaside town. Margate has everything a young, creative community would want. It’s evocative. It has an amazing amount of things to Instagram! And Dreamland is the right thing to be happening in Margate.
What’s driving the change in Margate? The best regeneration happens when a place gets colonised by communities of artists, designers and musicians, not when governments throw money at a place that’s fallen on hard times. These creative communities look at life differently. They don’t wait to be “regenerated” – they want to do something organic. The Mitte district in Berlin is an example.
The community created one of the most talked about and culturally vibrant places in Europe. And what made Brooklyn cool? It wasn’t Mayor Giuliani throwing millions at it, but the unfairly derided hipsters who saw an opportunity, found unbelievably cheap spaces in Williamsburg compared to Manhattan, and made a new New York.
42 Read Attractions Management online
attractionsmanagement.com/digital Recognisable branding – from the
logos to the website to ticketing – is fundamental at Hemingway Design
The same is happening in Margate.
Every time we visit we see something new, whether it’s a vintage shop, a cool café, a gallery or design studio.
The Turner Contemporary art gallery opened in 2011. Did that kick off the Margate renaissance? It was the catalyst. The gallery legitimised the youthful creativity that had been happening in Margate. It also brought 500,000 people into the town, spending in the fledgling businesses. Visitor numbers have reached 1.5 million in three years.
What is the basis of the Dreamland concept? We’re not putting everything back exactly as it was, but we’re making heritage feel very current. This won’t feel like a museum. It will feel fresh, colourful and of the now. There’s no other visitor attraction in the world like it. The two major elements of the first
phase are the re-imagined seaside amusement park and the event space.
Who else is on your team? My son, Jack Hemingway, is project leader and he’s directing a young team of twentysomethings. It’s great to have a fresh generation leading the design.
AM 1 2015 ©Cybertrek 2015
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