Paynes & Borthwick Wharves
Cultural Strategy
Deptford, London
2007 - ongoing
CLIENT:Lane Castle
PARTNERS:
Sectorlight
Futurecity have been commissioned to create a cultural masterplan for the Paynes & Borthwick Wharf, a new exciting development by Lane Castle Ltd in Deptford, London, overlooking the River Thames.
The plan for the new development is to create an arts brand for the site, responding to buildings such as 'The Baltic Centre' and 'Westbourne Studios'. As part of the development of this brand, Futurecity worked with developer Lane Castle to create an original online cultural showcase for people working in and around the area of Southeast London. Arts & Business saw the potential in this project and lent their support to the website which has gone from strength to strength in the capable hands of design agency Sectorlight. The website has been awarded the 'Outstanding Achievement Award' for website development from the 'Interactive Media Awards' in 2007.
Over 500 artists, designers, jewellery makers, architects, dancers, performers, musicians and specialist boutiques & restaurants have uploaded their profile and images to http://www.pandbshowcase.co.uk/. The standard is extremely high and provides a visual example of the high quality and volume of cultural industries in the Deptford, Greenwich and New Cross area.
Selectors from a variety of professional backgrounds, such as Anthony Bowne, Director of the prestigious Laban Centre and Vanessa Swan, Director of designer maker studios 'Cockpit Arts', select from the uploaded profiles to showcase a selection of the finest cultural practitioners in the area.
The project has gone from strength to strength offering an unmissable opportunity to promote cultural practitioners in Southeast London. This offers Lane Castle the marketing and PR from aligning the development with the cultural industries and burgeoning arts scene in the area. Further additions to this project have been hoardings designed to promote the 'Paynes and Borthwick Showcase' cultural practitioners.
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