Maintaining Pure's superior position requires constant diligence on many levels, including focused attention on the club's entertainment technology systems. Neu Visions Design (NVD) supplied and installed the Martin lighting system back in 2004 and has overseen the club's lighting gear since its opening.
"Pure Management Group was looking for a powerful and versatile lighting system that could cover the venue's approximate 10,000 sq.ft main room," states NVD's managing director Adam Camp, who also conceived the club's theatrical lighting design and enhanced parts of the architectural lighting design. "Lighting is the most underrated factor by the patrons in most venues yet the lighting creates the atmosphere and a subconscious comfort level.
"In keeping with Pure's clean theme, we had the challenge of giving it a dance environment without haze or smoke, which is unheard of in most nightclubs because without a mid-air canopy you get no beamage. Therefore we went with more of a wash look - powerful lights, saturated colours and lots of impact."
He continues, "It's a flexible space. "We can make the dance floor as big as they want, convert the upper space to a full stage for live shows like The Killers or Ashlee Simpson, or large format exterior branding outside on the roof terrace. We provided a four layer automated lighting solution - wash, spot, strobe and effect - that can cover all of that and more, as well as conventional PAR's with dichroics for general highlights and Leko's for gobo projection."
A multipurpose rig of MAC 300 washlights, MAC 250 Kryptons, Atomic strobes and Wizard effect lights along with Source Four Pars with dichroics and MiniMAC Washes (DJ booth) highlight the dancefloor. Martin lighting covers other areas as well including a VIP room and Pussycat Dolls Lounge. Pure's ultra-clean interior - white leather couches, white curtains, white columns and white tables - soaks up any colour the Martin lighting system throws at it. "Owners are very particular about getting the right colour scheme and atmosphere," Adam states. "They are very adamant about maintaining a certain vibe throughout the venue."
(Jim Evans)
