"The idea behind Town Square, which is based on the paintings of Edward Hopper, was to have an informal meeting place for staff and visitors that acknowledged the industry we work in - the theatre," explains Foster. "Although at Acton we have far fewer employees than in America - 25 as against 450 - I wanted the same sense of place and the same great way of presenting our products."
Using the theatrical technique whereby a scene painted on scrim is visible when lit from the front, yet becomes transparent when lit from behind, The Playhouse at Gypsy Corner uses expanded metal screen to portray the auditorium of a Victorian theatre, packed to capacity with an expectant audience. Those with a keen eye may recognise some familiar faces, including those of the designers of the space, Sue McElhaney, Bill 'Flash' Florac and Fred Foster, as well as perhaps one or two international figures. Lit with a rig of 70 ETC Source Four profiles and five ETC Revolution luminaires, the space provides an ideal demonstration theatre.
Most of what you see is "only scenery" - MDF routed out to produce sculpted panels and columns, carved archways and fire-breathing griffins - but behind the doors are the ETC offices and technical workshops. One office is that of Milkica Bojanic, ETC's receptionist and administrator, who is usually the first person to greet visitors. "There is definitely a 'wow' factor here," she says. "It's fun seeing people's reactions as they walk in from the modern entrance - usually they stop and just stare!"
Backstage, behind the red velvet house curtain, is the company's training room, where staff, dealers and distributors are inducted in the workings of ETC's products, both new and existing. "When we first opened in Acton, it was partly because it was easy for the majority of staff to get to, but also because it's within easy reach of many of our customers and not too far to Heathrow airport," explains Foster. "As we designed our new London facility, we planned it to become the centre for European sales demonstrations. Venues such as the Royal Opera House and BBC studios are part of the 'grand tour' for decision makers involved in major projects, plus London is an affordable place to fly to. We will also bring our UK and European distributors and dealers here for training and quarterly management meetings may be attended by up to 30 staff from the UK, Europe and the States."
In addition to being a centre for product demonstrations and training, London also acts as the hub for distribution and technical services and support for the UK, Ireland, Northern and Southern Europe and the Middle East. ETC prides itself on being able to repair and service every piece of equipment it's ever made, including the early ETC products that were sold in Europe under the Arri brand.
While some 80% of ETC equipment is manufactured in Middleton, the remainder is manufactured in ETC factories in Germany and the Netherlands, so Acton has become the logistical centre for equipment going from Europe to the States and vice versa. These days the warehouse takes delivery of an average of one or two 40ft containers each week.
Prior to the move, ETC's offices, technical services and warehouse were spread across three separate units and the staff are delighted to now be in a single building. Sharon Todd, ETC's European Logistics Manager who, like many of the staff, has been with the company since it started its European operations over ten years ago, said:
