It's time to shine a light on Whangārei.

According to some in the know, the city is a potential hotbed of cross-disciplinary digital technology and arts projects for which cities such as Berlin or London are better known.

All right, it isn't quite yet; but until now there's been a lack of one portal the various tech-heads, creatives and innovators could enter to find themselves in the same space.

And ''the space'' could be anywhere brought alive by applying art, creative digital technology and virtual reality.

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Inside Strandlab, a pop-up, cross-disciplinary laboratory for bright ideas, in an empty retail store

Central city grossly under-utilised