chemabusiness CLOCKWISE FROM ABOVE: Cinema staff with Rich Mix CEO Keith Khan, street signage, the exterior, Screen 1 and the The £26m project on Bethnal GGreen Road transformed tw ind education spaces, a 500-seat conference venue plus the BBC's London Broadcasting Centre he centre was developed to meet the challenge of uniting a activity with education, and blending culture with the business environment by the London Borougt working in partnership with Cityside Regeneration, the May Authority, Whitechapel Art Galery Guildhall University and the Asian Dub Foundation Education Tower Hamlets he Greater London For moving picture arts, th shells ofthe three auditoriums were designed by main project schitects Penoyre and Prasad he cinema interiors were designed by Ali Zaidi, Mansells u checks out the three screens at the new Rich Mix centre in London’s East End built the exterior with interiors forms and media in London's sound systems, Bridgeplex, nits Soundcheck and executed by Faithdean Interior Sereen 1 has 183 seats, while is 58. The providing a mettin 23 people ofall back Inds can respons offer a programme that caters for influences, John Fellows, managing direct ‘mainstceam films from Hollywood he seating was supplied by 9 Bridgeplex, said “In a cinema ‘a Bollywood, Screen 3 will also whose marketing _context i's often reverberation jim Norse, said and not amplified sound that is he real problem for adjacent 2." The walls of the provide a platform independent and Wor including drama, documentary, uur Ambassador f shot fim nimation and nema seats, withthe fixed auditorium were lined with 57mm innovative music video. The cinema is tun by Rich Mix and {sand cup-holders. The smallest ur Soundcheck division, which is programmed fe auditorium, Screen 5, was fitted specially designed to eliminate exhibition veteran Derek Cownty, wil who also recently joined Empire type with cup holder, pa fellows said Cinemas as film buyer. upholstered, with the seat backs The cinemas will also double as__made of stained and polished black wood. In keeping with Rich The panels are faced with a fabri that can be exclusively designed to echo the lecture and teaching spaces for visual theme film students from the London Mix’s theme of ethnic diversity anels Guildhall University. Rich Mix will the be home to the East End and the multitud Bangladeshi film fe Manny Lewis, chief executive rom ase the walls and ceiling ats’ designs feature a fre created to complement Ali Zald’s designs and re nd colour combi bund the word The designs are heat-treated the London Development Agenc All the screens are equipped into the fabric rather than screen: said: “Rich Mix will play an nm Cinemeccanic printed onto the material, as this mportant role in London’s diverse projectors. A 2K digital projector would affect the sound absorption cculeural make-up, When the is being installed in Screen 5 as properties of the material, The part ofthe UK Film ¢ Hesign that Digital Screen Network. The permanent and washable ‘opportunites across a host of art are also fitted with Dolby wwwurichmix.org.uk