Screen Africa Press Release

July 2008

MIXING AESTHETICS WITH FUNCTIONALITY

In a unique move, a mobile communications solutions provider to the film industry has converted a run-down building in Johannesburg’s Kew suburb into vibrant production office spaces equipped with state-of- the- art technology.

Walking around the 1400 square meter premises of Dynamic Space one is instantly aware of non-stop features – sculptures in outside nooks, fountains, a Zen garden, funky doors, graffito floors, colourful walls, objects d’art dotted all over, and unusually shaped and textured office furniture, all hand-crafted. Every single space has been utilized in an artistic way, reflecting a highly creative working environment, with an eclectic style.

As Dynamic Space MD Cheryl Whitehead says, “Nothing about this building is conventional. Neither is the technology. We have gone with Neotel, South Africa’s first convergence communications network and are utilizing their SIP telephony, which is way ahead of its time in South Africa.”

Those in the film industry will know Whitehead from her company, Cellular Dynamics, which has its head office in Cape Town. “We’ve been providing mobile communications solutions to the industry for 12 years and due to demand, decided to open an office in Johannesburg three years ago. We bought the building in Kew six months ago and we rebuilt it into five units that function as separate production offices.  The big selling point and the huge advantage to production companies is that all the business technology is already installed. So you can basically move in and start working straight away, without having to bother about sourcing and installing phone lines, faxes, printers, internet connections, etc. because I know my film clients really well, I know what they require from production offices.  I also know they need time to relax, which is why there are several ‘chill out’ areas, including a bar and fireplace, a ‘Mozambican area’  and a wooden deck.

A key factor is security – each of the five production office areas has its own, plus the front gate security and guard house. There is secure parking for 16 cars inside the complex, with further parking outside.

In addition to the production areas there is a studio on site measuring 114 square meters. The studio has an infinity curve, a high-volume ceiling, three-phase power, lots of available light and an off-loading zone. This makes it an ideal venue for stills, cast rehearsals; script read throughs or camera tests. An area next to the studio is devoted to wardrobe fittings and make up.

At the time of writing, Space 1 was occupied by the company’s first clients – Cape Town-based The Big Picture, who were in Johannesburg to shoot three commercials. ‘It’s been great to move into an office that is already set up,” says The Big Picture’s Natascha Leite. “I literally arrived here form Cape Town, was met by one of the on-site technical staff, who connected my laptop to the wireless network, and I was ready to go online and print to the network printer within minutes. I did not have to worry about phone lines, installing printers and faxes or getting set up. I think Dynamic Space has got a really good thing going here. Each separate unit on the property has an alarm system and separate keys. Best of all, it’s not a horrid steel building. The offices are very decorative with little touches everywhere. It’s been very convenient and the on-site staff are helpful, friendly and always available. This set-up is particularly ideal for commercials, which have a fast turnaround time.”  

Space 2 is designed to accommodate between eight and 16 people and has its own loading zone. Says Whitehead: “Every bit of furniture in the entire complex is hand crafted by Johan van Staden of XSF, with finishes by Yusef, an Egyptian artist. Working with Johan has been an inspiration and a delight – we’ve been aiming for an original, slightly African feel, particularly to appeal to international clients. We wanted to create a fun space. Every door, for instance, is unique and original.”

Van Staden notes that he has used many different techniques, materials, wood and stains. “We’ve used lots of re-cycled goods and come up with new applications that things weren’t originally designed for. For instance, some of the lampshades are made from hessian and door mats. We found old pews from a synagogue and turned them into seating. There are lots of weird and wonderful items here, including the odd family heirloom.”

Complete with its own reception area and a director’s office with balcony, Space 3 is designed for feature film production. “All the spaces and furniture in the units are completely flexible so we can move things around to fit in with people’s requirements.” Notes Whitehead.

Space 5 is also suitable for a feature film as it has a rolling gate for off-loading equipment. There is a central reception area for all units and a communal atrium eating area with a braai.

An independent boardroom, called ‘Head Space’ is rented out by the hour.

IT manager for Dynamic Space and Cellular Dynamics Quinton Lategan has been involved in the design, planning and implementation of the technology on-site from the word go. “All data runs on a wireless system and we also have wireless personal identification. SIP technology is a VOIP Voice Over Internet Protocol) which means it streams voice over data networks. It’s a complicated system to configure but it is versatile and personalizes telephony. We can route calls to voice recordings or to any other phones. All clients who have membership are assigned a dedicated number range with a personalized welcome greeting, so every time they use these production offices, they get the same numbers, as well as their own dedicated address and telephone listing for Johannesburg.

“Our Internet is uncapped and high speed state of the art fibre. Because cell phone reception in Johannesburg has traditionally been a problem, the MTN and Vodacom Networks have installed cell extenders for improved reception. All our technology is run from a completely secure and independent server room. “