After this demolition, Fuller vowed the new theatre he was going to build would be the best in New Zealand. Fuller enlisted the help of Henry Eli White, who had already designed other theatres around the country for Fuller. White, fresh from building theatres in Timaru and Auckland, set out to plan the St. James. The St. James was the first entirely steel frame and reinforced concrete theatre in the world and plans made sure over 650 people could escape the auditorium in the event of a fire. Pillars in the auditorium were also kept at a minimum to allow perfect viewing, and seating was arranged in the arc of a circle to view the stage. The St. James was then adorned with marble pieces, carved face masks and cherubs to be placed on the ceiling and coloured glass. The plaster work was made by William Leslie Morrison, who reinforced the lime plaster with cow hair. Morrison used his grandson as a model for the plaster cherubs and modelled the full figured seen near the stage after Bacchus and Apollo. The wooden floors of the St. James were made of rimu and jarrah, along with totara for window frames and for doors. After the plans had been set, construction began on the theatre in March 1912. To speed progress, White himself designed two electric cranes to lift the in excess of 500 tonnes of steel. In all, the St. James cost £32,000 to build and took 9 months to build.