The Field activation strategy
In 2014, tiring of shallow ‘pop-ups’, ‘meanwhile use’ was maturing as an approach which might support development while distributing benefit beyond the developer. The meanwhile use of the Preston Barracks site in Brighton was not obvious, the site being awkwardly located and invisible behind high walls.
Forth set the strategy for the piece, drawing in local partners and working closely with the developer, U+I, to re-iterate and tailor a version of the something we’d previously developed for them in London as Central Research Labs. We proposed the ‘field’ as a proposition – whether field of dreams or field of play – it went on to become a successful hub for young creatives designing and making physical products and the start of a new phase for the longer term and integrated role of this site.
Client : Cathedral Group, U+I Plc
Team: Daniel Charny, Dee Halligan, James Tooze, Moira Lascelles.