Retuning the Fleming’s Factory: A union between music and an industrial factory

Abstract

The character and enrichment of New Zealand towns come from the preservation of history. This is realised through the built environment as it shapes the physical embodiment of our past through their form and patina. Buildings hold an intangible value of collective memory and create the space for moments of human life. When historic buildings are preserved it shapes the identity and individuality of our cultural, social, and historical narrative, in particular within rural towns. This thesis examines the southern inland town of Gore with its rich tapestry of history defined by agriculture and horticulture. Gore once thrived as a service town for local farms and was recognised around New Zealand for the iconic Fleming’s Factory that produced ‘Creamoata’ (cream of the oat). This porridge was regarded as ‘New Zealand’s most popular breakfast cereal’ (Heritage New Zealand, 2000). The closure of the enduring Fleming’s Factory in 2001 due to economic rationalisation had adverse effects on the community and economy of the whole region (Gerken, 2000). This thesis seeks to investigate how the Fleming’s Factory in Gore can once again return to prosperity, thus posing the question: “What architectural intervention on the Fleming’s industrial complex will create a social hub within the town of Gore and contribute to the town’s preservation of identity?” Historically the Fleming’s Factory has provided for the community while being an enduring business that played a “major role in the development of both the town and the economy of Southland.” (Heritage New Zealand, 2000). The closure of the Fleming’s Factory and the changing economic and social circumstances of Gore identified the need for an intervention as the complex is now only partially occupied. This thesis provides an analysis of the Fleming’s Factory by examining history, the identity of the town, existing building complex, and the philosophy of adaptive reuse to propose a considered and engaging intervention. This thesis proposes the adaptation of this heritage building to reinvigorate the site by growing the performing arts sector and establish a country music venue for Gore; the country music capital of New Zealand, while retaining the existing factory production.