First time visitors to ETC's new offices on a north Acton trading estate are in for a surprise: behind that industrial facade is one of a different kind - a Victorian theatre that threatens to out-match Matcham.

Probably the first themed corporate reception area in the UK, the affectionately titled Playhouse at Gypsy Corner is the brainchild of ETC's CEO, Fred Foster, and follows on from the "Town Square" atrium at the company's American headquarters in Middleton, north of Chicago. "The idea behind Town Square, which is based on the paintings of Edward Hopper, was to have an informal meeting place for staff and visitors that acknowledged the industry we work in - the theatre. Although at Acton we have far fewer employees than in America - 25 as against 450 - I wanted the same sense of place and the same great way of presenting our products."

Using the theatrical technique whereby a scene painted on scrim is visible when lit from the front, yet becomes transparent when lit from behind, The Playhouse at Gypsy Corner uses expanded metal screen to portray the auditorium of a Victorian theatre, packed to capacity with an expectant audience. Those with a keen eye may recognise some familiar faces, including those of the designers of the space, Sue McElhaney, Bill ‘Flash' Florac and Fred Foster, as well as perhaps one or two international figures! Lit with a rig of 70 ETC Source Four profiles and five ETC Revolution luminaires, the space surely provides the best demonstration theatre anywhere!

Most of what you see is "only scenery" - MDF routed out to produce sculpted panels and columns, carved archways and fire-breathing griffins - but behind the doors are the ETC offices and technical workshops. One office is that of Milkica Bojanic, ETC's receptionist and administrator, who is usually the first person to greet visitors. "There is definitely a "wow" factor here," she says. "It's fun seeing people's reactions as they walk in from the modern entrance - usually they stop and just stare!"

Back stage, behind the red velvet house curtain, is the company's training room, where staff, dealers and distributors are inducted in the workings of ETC's products, both new and existing. "When we first opened in Acton, it was partly because it was easy for the majority of staff to get to, but also because it's within easy reach of many of our customers and not too far to Heathrow airport," explains Fred. "As we designed our new London facility, we planned it to become the centre for European sales demonstrations. Venues such as the Royal Opera House and BBC studios are part of the "grand tour" for decision makers involved in major projects, plus London is an affordable place to fly to. We will also bring our UK and European distributors and dealers here for training and quarterly management meetings may be attended by up to 30 staff from the UK, Europe and the States."

In addition to being a centre for product demonstrations and training, London also acts as the hub for distribution and technical services and support for the UK, Ireland, Northern and Southern Europe and the Middle East. ETC prides itself on being able to repair and service every piece of equipment it's ever made, including the early ETC products that were sold in Europe under the Arri brand. So ETC's three technical service engineers at Acton could find themselves repairing, servicing or upgrading anything from a Source Four to a 20 year old Arri Imagine console. As well as technical service engineers, there are also several field service engineers who provide support for commissioning projects throughout Europe.

While some 80% of ETC equipment is manufactured in Middleton, the remainder is manufactured in ETC factories in Germany and the Netherlands, so Acton has become the logistical centre for equipment going from Europe to the States and vice versa. These days the warehouse takes delivery of an average of one or two 40ft containers a week.

Prior to the move, ETC's offices, technical services and warehouse were spread across three separate units and the staff are delighted to now be in a single building. Sharon Todd, ETC's European Logistics Manager who, like many of the staff, has been with the company since it started its European operations over ten years ago, said: "Now that we are under one roof, communications are so much better and everyone pulls together really well. We are all really proud to work here."

Such comments are common among the staff, and they vindicate Fred's unique management style which, like the layout of the offices behind the theatre facade, aims to turn traditional corporate thinking inside out. "The offices follow the style of our Middleton facility," says Fred. "In most corporations, the higher up the management pyramid you get, the better your office and the bigger your windows. Here it works the other way round. We have three types of office space - low-walled cubicles, semi-private offices with a door but no roof, and then offices with a door and a roof, for managers that require a high level of privacy. The cubicle offices are nearest the windows, so instead of the managers getting the views, it's the people in the cubicles that are rewarded with daylight. The further up the scale you go, the less natural light you see."

Management techniques such this may be unusual, but they have ensured success for ETC since the company was founded in 1975. This new, unique facility guarantees London's current 10 year run will extend to outdo even The Mousetrap.