Amazon Web Services
Marketing & Strategy
Brent Cross Town - Barnet Council & Related Argent
Categories
Brand awareness
Client acquisition & retention
Community
Placemaking
The challenge
Brent Cross Town is being delivered by a joint venture partnership between Barnet Council and Related Argent. Set amongst 50 acres of parks and playing fields, the 180-acre, £8bn project is delivering 6,700 new homes, workspace for 25,000 people in a 3 million square foot business and innovation district, new buildings for three schools, alongside a new high street with extensive retail, leisure and community infrastructure.
Brent Cross Town is an ambitious and transformative project that aims to create a vibrant and sustainable community in North London. The development is set to become a lively destination for living, working, and leisure. To help make this happen, Related Argent chose Marble. The client sought an activation that would create a buzz and attract footfall from across London to raise awareness of the development, its outstanding park spaces and its proximity to central London.
In response to the challenge, we created The Maze – an artist-led immersive installation designed to engage and intrigue visitors of all ages.
Throughout the summer, three incredible artists – Amara Por Dios, Lois O’Hara and Jo Hicks are adding to the maze artwork with a series of live murals with the last one to be completed during the London Mural Festival, ensuring maximum exposure and footfall. Chilean-Swedish artist Amara Por Dios kick-started the activation with ‘Blooming Together’ – a design showcasing her signature style, inclusive of bright colour clashes, floral motifs and abstract faces which draw inspiration from global folk art, drawing attention to London’s diversity.
The launch came accompanied by live music, refreshing drinks, and opportunities for guests to capture shareable moments. Our goal of securing regional press coverage and sparking social media buzz was successfully achieved, with notable features in publications like The Londonist and Secret London.
The Maze’s design uses a modular screwed timber frame system, allowing for 95% of the material to be repurposed at the installation’s conclusion. The artworks, painted on fabric, will eventually be repositioned on Brent Cross Town’s extensive hoardings.
The Maze not only offered a captivating experience for visitors but also effectively communicated the spirit and values of Brent Cross Town. By encouraging community engagement, artistic collaboration, and media visibility, our immersive activation successfully positioned Brent Cross Town as a vibrant destination within London’s ever-evolving cultural landscape.
See more highlights of our community building work.
