The art of the city

PHOTOS: Dook | PRODUCTION: Annemarie Meintjes AND Klara van Wyngaarden | WORDS: Jacqueline Myburgh Chemaly

The creative crowd is leading the way in urban rejuvenation, with the Arts on Main development promising to breathe new life into Joburg’s CBD.

We’ve all heard about the revival of the Johannesburg city centre – talk is that residential space is being developed and then snapped up faster than we can imagine. Some of us even know people who’ve left the suburbs and townships for the city, there are a few quite pleasant eateries down Newtown way, and on Marshall Street in the financial district, there’s a new four-star hotel that’s fully booked almost every night.

A lot’s happened, even more’s been talked about, but still the rejuvenation of Joburg’s central business district is slow. After all, how often have you thought of heading downtown to go shopping or for an evening out? Well, the tipping point may just be nigh with the news that a 4 500 m2 artists’ hub is being established in the eastern end of town. One of South Africa’s top artists has already booked his spot there, which means the rest are sure to follow.

Situated on half a city block on the corner of Berea and Main streets, the Arts on Main development has been converted from the old D.F. Corlett construction company offices and warehouses. Developer Jonathan Liebmann of Propertuity, in partnership with architect Enrico Daffonchio, intends to leave as much of the original buildings’ structures in place, honouring their history and heritage. From about March 2009, they hope to start filling the old warehouses and offices with all manner of creative energy: artists, dancers, designers, architects, advertising executives – this is the type of creative person to whom Jonathan and Enrico plan to either sell or let the spaces.

Pioneering creative communities

Jonathan says that, historically, it has been the creative communities that have pioneered the rejuvenation of cities internationally. Remember the cutting-edge fashion designers who set up business in New York City’s Meatpacking District? Well, that has now become too mainstream and the creative set are packing their bags again and heading for the next edgy area on the Lower East Side.

Enrico explains that artists’ predilection for large warehouses in industrial areas is driven partly by economics – they can’t afford to rent the type of space they need in upmarket areas – but also as a way of rejecting commercialism. “Most creative people need a huge space in which to work and they also want to be away from the noise and business of established commercial areas.”

As a result, Arts on Main is going to come as a godsend to many who want to escape that noise and also need affordable, vast creative space that isn’t a million miles from civilisation.

Jonathan is adamant that the development will consist of more than a group of painters’ studios. He’s hoping to create a hub of different creative disciplines so that they can all feed off each other and contribute to building a greater design hub in the eastern end of town. Arts on Main is not far from the Fashion District and is across the road from the Jewel City Precinct. It is also in the emerging City and Suburban area close to the Absa headquarters and Ellis Park.

The vision

The idea is for the development not to exist in a vacuum but to form part of a long-term Central Improvement District that will see this entire side of town transformed, particularly where security and cleanliness are concerned.

The vision Jonathan and Enrico share is to draw visitors into a central courtyard before they venture into the buildings. On the perimeter of the courtyard will be an arts book store, a coffee shop and deli. Other unique features include an outdoor cinema and a grassy mound in the centre of the courtyard for live music concerts. Central to the complex is a unique exhibiton space that doubles up as a corridor linking all the spaces, studios and offices.

Enrico and Jonathan are imagining weekend markets and art exhibitions that will finally draw people from the suburbs to town to rub shoulders with the arty set and buy their work.

Old and new

Joburgers will know where to find Arts on Main if they simply follow the dramatic architectural beacon that Enrico is constructing high enough so that it is visible from the highway. “It’s definitely not going to be a neon sign, but something equally eye-catching that will show people the way.”

His architectural intervention is going to be discreet, leaving as much of the current buildings intact. He’s even leaving the old machinery and a dilapidated 1930s car to add to the mood of the place. “It’s all part of the story of these buildings and suits perfectly what we are doing here,” he says.

All additions will be made using contemporary, high-tech materials to draw a clear distinction between what is old and what is new. The new work will incorporate sustainable, eco-design features such as solar heating, natural ventilation and rain water harvesting.

Tenants will move into empty shells and implement their own ideas for usage of the double-volume ceilings, concrete floors and oversized windows. Jonathan plans to ensure that there is, at all times, the correct mix of tenants that will complement each other, and an aesthetics committee will monitor design and decor by tenants and owners.

After all, if you’re going to turn the tide and get people back to the city, it’s worth doing it properly.

• Arts on Main: www.artsonmain.co.za
• Jonathan Liebmann (Propertuity): 082 921 6163, jonathan@artsonmain.co.za
• Daffonchio and Associates Architects: 011 447 8118, www.daffonchio.co.za