From the Resene Total Colour Awards gallery of entries
The new Rainbow’s End entryway is the first redesign since this iconic kiwi theme park opened in 1982. RCG was engaged to design a striking new entry that could help accommodate more visitors, aid with queue busting and reinvent this exciting touch point – the first impression that people see on arriving for a day of fun.
RCG’s challenge was to design something that would stand up to the park’s expanding and changing needs over the next 30 years, as well as something related to the site’s history. The result is the 1055 square metre Gateway Building and monolithic new brand signage; a stylised fluorescent rainbow of rays that shoot up from the ground. Paint was made to match Rainbow’s End brand colours. PMS codes were supplied directly to Resene who assisted with the colour matching.
8.5 metres high, the pylons visually claim the entire entry space. The new rainbow is designed with a nod to 80s video games, which relates to the park’s new branding ‘fun on demand’. The coloured rays protruding into the carpark were a great way to mitigate the abundance of cold hard surfaces. It also offers a place where families and friends can pose and interact in front of the sign, without blocking the entry gates. All fixings for the pylons are cleverly concealed underground to allow safe visitor interaction and quality photo/social media opportunities.
The exterior wooden cladding exterior follows through to the building’s interior adding warmth and natural material elements that complement the rainbow entry and delineate the concourse from the gift shop. The canopy offers weather cover for comfortable queuing of large crowds and allows Rainbow’s End to install additional lights and decorations for seasonal festivals.
The added retail, café, shelter and seating area, in addition to increased ticketing kiosks and wayfinding, has made a dramatic improvement to the brand. Designed to maximise convenience and satisfaction on a very tight budget.
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