Brief
Hammersmith Broadway is more than a retail destination. As well as being a vibrant hub where a diverse mix of Food & Beverage establishments, homeware and gift shops, and various other stores, it has evolved to become a cultural and lifestyle epicentre. Alongside the indoor mall, there is a new social, and co-working hub with additional restaurant and bar offerings at Bradmore Square, which hosts lifestyle activations and events throughout the year – from “Summer Carnival” festivals to live music nights.
As part of the ongoing commitment to the development of arts, culture, and lifestyle, Hammersmith Broadway has emerged as a space for showcasing local businesses and talents. Most recently, a new exhibition cube has been created for these displays.
On this occasion, Hammersmith Broadway reached out to We Are Placemaking to enhance the display cube, and produce an exciting installation to promote chess locally and enhance the space – increasing footfall & swell time in the shopping centre.
What we did
When creating our response to this brief, we wanted to capture the timeless elegance of chess while infusing it with the contemporary spirit of the area, incorporating the classicism and the modernism, whilst contributing with some impactful placemaking designs which can drive the attention of guests to the centre piece.
We designed and produced a creative art installation piece inspired by the classic chess game. To inject a modern and colourful twist, we used the enticing colours of red and pink. These bold colours gave a fresh life into the classicism of chess.
To go even further, we wanted to create something truly extraordinary and we went ahead with a design which really mesmerised everyone that passed by. We suspended giant chess pieces from the shopping centre’s ceiling into our display cube to draw attention from all floors and enhance the wider space.
To enhance the cube and appeal to chess enthusiasts, we designed, produced and installed a giant playable chess set and equipped the cube with a table, chairs and a smaller chess set, all in the same cohesive colour theme. The final tough came in the form of two bespoke chess-themed benches, inviting guests to immerse themselves in the world of strategy and intellect.
The result of this London placemaking project was beyond our expectations – our installation transformed the area, attracting an incredible number of people who came to enjoy games of chess and admire the artistry in our creation. The experience attracted shoppers to stay a little while extra in the shopping centre, increasing dwell time to encourage spend.
Deliverables
Production Management: creating a creative design deck, developing a budget and producing a detailed schedule of the event’s production.
Design & Installation: dressing and design of the installation for the display cube and liaising with relevant parties for the production of the installation.
Logistics Management: creating a sound logistical plan for the installation and working with multiple suppliers.
Sourcing and Management of all Suppliers: daily consultation, management and ownership of supply chain.
