Tower in Hillbrow sheds anonymous image

Johannesburg’s Hillbrow tower, the highest man-made structure with an elevator in Africa, has been given a facelift and renamed after 34 years of anonymity. The 270-metre-high tower will in future be known as the Telkom Joburg Tower.

Apart from being given a new name, the tower’s appearance has undergone a dramatic transformation. Previously unbranded and clad in anonymous grey concrete, it has been equipped with new blue-and-white neon floodlights and lightweight steel signage.

Not only is the result more aesthetically appealing, it is also more environmentally friendly and energy-effective. This has been confirmed through intensive testing, including an environmental and lighting impact study.

The construction of the branding presented the team with unique challenges. Neon and floodlights were installed to achieve the required branding effect at night.

Double neon strip signage in four similar steel channels around the circumference of the office are on the outside of the tower as well as double neon strips in the two words ”Telkom” were used. The entire neon installation was in excess of 1,5 kilometer. All channels with neon had to be covered with a high quality acrylic to protect the neon tubing from high wind, rain, hail and as a safety measure.

Floodlights were installed to illuminate the tower at night. Various options were considered and although it was decided to install 48 X OSRAM 150 W Metal Halide lamps were positioned at the midst of the tower. These would be mounted on the handrails of the catwalk – 24 of them shining up and the other 24 shining down. To create the blue effect, blue metal halide lamps were used. The 18th Floor of the tower was fitted with 8 x OSRAM 150 W wide beam Floods to light up the underside of the “mushroom” of the tower and 12 x OSRAM 150 W were fitted on the 21st floor. After tedious lighting tests it was decided to upsize the type of fitting from 150W to 400W to achieve the desired effect. Aluminium lattice arms were installed to position the lights 1,5 m away from the tower to achieve proper focus. After various lighting tests the foreseen solution emerged and the tower lit up magnificently.

The rebranding and revamping of the tower is part of Telkom’s landmark branding project, in which the Company is using its major properties to raise its external visibility and brand recognition, while at the same time enhancing the urban skyline and surrounding environment.

For legal and safety reasons, Telkom obtained permission for the project from the National Roads Agency, the South African Air Force and the Civil Aviation Authority. Approval for the name change and installation of the signage and lighting was obtained from the City of Johannesburg, including the Johannesburg Development Agency, Johannesburg Environmental Impact Management, Johannesburg Outdoor Advertising, and the local ward councilor for Hillbrow.

After receiving their go-ahead, Telkom started work on the door in December 2004. Stringent safety standards were maintained to ensure the safety of the installation team, who worked at heights of up to 200 meters.

While bad weather and windy conditions caused delays, the project was completed on time. It is one of the few of its kind to have been successfully completed in South Africa without incident and in such a short space of time.