“Dreamland will be the Arctic Monkeys of the visitor attraction world”
Hemingway Design illustrates how the approach to Dreamland Margate might look
WE CATER FOR PLEASURE The Top Dreamland Attractions You Won’t Want To Miss!
1 SCENIC RAILWAY The brakeman- operated wooden ride is one of only eight remaining in the world and it’s the UK’s oldest rollercoaster. Dreamland’s signature ride for 90 years, it has survived two fi res and one arson attack. It received Grade II* listing in 2002 2 HURRICANE JET Dreamland is restoring a Jets ride almost identical to
Would you describe the new Dreamland as vintage? The Arctic Monkeys are a cool band with vintage appeal, but they’re also completely current. The same goes for Paloma Faith. It’s an aesthetic that’s cool and mass market at the same time. Dreamland Margate will be the Arctic Monkeys of the visitor attraction world.
How are you achieving the retro look? Original artefacts and rides have been sourced from places like Pleasureland Southport and other historic seaside amusement parks and they’ve been restored. They’re absolutely beautiful. Items are being upcycled into seating
AM 1 2015 ©Cybertrek 2015
a ride resident at the park until 1970. The height of the ride path is controlled in-car by the rider. This Lang Wheels ride was sourced from a travelling fair 3 CATERPILLAR Once found at parks all over the US, the Caterpillar is now incredibly rare. It was loved by courting couples who could enjoy a few moments of privacy while the ride went under a
for cafés or decorations for photo opportunities, for example. We’re designing the site so that wherever you stand it will make a great photo. We expect it to go crazy on social media.
How important was it to create a brand? We start with the vision and the brand for every project. The brand is always bigger, but it’s got to have substance beneath it. The branding is contemporary and has the feel of the British seaside. We show the history in the famous fi n of the cinema building and the Scenic Railway in the logo. The new name is Dreamland Margate, because they are intrinsic to one another and the name refl ects that.
tent-like covering. Installed in Dreamland in the 1920s, John Henry Iles had sole European rights to the ride, which he licensed to Barry Island, Southport and Battersea Pleasure Gardens. 4 GALLOPERS An original 1920s four-abreast Galloper is also being restored. The popular carousel was one of Dreamland’s staple rides
Have you enjoyed working on Dreamland Margate? It’s certainly the thing at the studio that we talk about the most, agonise over the most and root for the most – and that’s because as well as the excitement of the concept there’s a sense of duty to the community. When the Dreamland site was unlocked
after being unattended for years, 3,000 people turned up to clean, pick up rubbish, remove the weeds. You do it because you’re part of something. There’s a spirit that’s not just making Dreamland happen, but making Margate happen. It’s a dream to be involved and we’ll do everything we can to deliver on this. It’s become part of our DNA as well. We’ve caught the bug.
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