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FEATURE: MARKETING

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Creative

As construction continues at Westfield Stratford City, a pioneering campaign is under way to involve local talent in the development of the scheme

T

he Westfield Stratford City development, designed as a gateway to the Olympic Park, is hosting a unique initiative in keeping with East London’s cultural emphasis ahead of 2012.

The Studio East initiative will identify and support emerging talent

in the creative East London area. Those who represent a high level of expertise across one of four categories – fashion, art, product design and environment – will be selected by a panel and then commissioned to carry out specific projects. But Studio East differs from typical centre marketing campaigns

by incorporating commissions into the development stage of the £1.45bn scheme. So rather than a temporary art display or mural, the commissions include designing centre staff uniforms or planning long- term environmental projects. Studio East is led by a cultural committee chaired by retail guru

Mary Portas, credited with repositioning the Harvey Nichols brands and lauded as “Queen of Shops” throughout the industry. “Studio East will engage a cultural community to identify, foster and nurture the freshest new talent across four distinct categories,” says Portas. “This initiative will create a fusion of sustainable art, design, culture and fashion within the dynamic environment of Westfield Stratford City, which will create a new benchmark for the future of retail.” Others on the panel include French fashion designer Roland

Mouret, artist Tracey Emin, British designer Tom Dixon and supermodel and environmental campaigner Erin O’Connor. The committee will search for and shortlist undiscovered talent, before handpicking the best for a range of bursaries and commissions to be used in Stratford City when it opens its doors in 2011. Tracey Emin along with Tony Chambers, editor of Wallpaper,

will shortlist talent for an iconic art commission that uses Westfield Stratford City as its canvas. The chosen talent will gain experience of working with Westfield’s commercial procurement and construction teams as the artwork is installed during the build of the site. And with over 20 million people likely to view the artwork, the level of exposure will be immense. “I wish there could be more business enterprises that would

so readily embrace the visual arts,” says Emin. “It’s a brilliant idea to cultivate new talent by helping young artists realise their potential, through exhibition opportunities and giving some financial assistance.” Meanwhile, Roland Mouret and fashion editor of The Times, Lisa

Armstrong, are shortlisting talent to design the uniforms for Westfield Stratford City’s concierge staff. The commissioned fashion designer

SHOPPING CENTRE May 2010 www.shopping-centre.co.uk

will receive mentoring sessions with Mouret and Armstrong, and work closely with Westfield’s manufacturing teams. On the product design side, Tom Dixon will search for talent with

the expertise to help create a striking shopping environment using pendant lighting. Their product will be unveiled to millions when the centre opens next year. And in the final category, the selected talent will work on a commission celebrating the environmental credentials of Westfield Stratford City. The scheme has been designed to achieve excellence in environmental sustainability, and the talent will develop energy saving solutions that fit in with the stringent guidelines imposed on its construction and operational management. Managing director of Westfield UK & Europe, Michael Gutman is

excited about the project. “We are extremely proud and excited to be working with some of London’s finest creative talent to deliver this new initiative for Stratford,” he says.

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For more information, please contact the author or visit the website:

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