‘Where Pioneers Live’ is an abstract interpretation of the transformation of Greenwich Peninsula. Big, eclectic and original like the emerging Peninsula itself, the exhibition has been designed to express the spirit and vision of the project and the energy its founding communities will ignite. The exhibition was commissioned to tie in with the launch of the new ‘Masterplan’ for Greenwich Peninsula and our campaign to encourage first settlers to come and live here. Greenwich Peninsula is a true blank slate. Here there is a whole new swathe of London just waiting to emerge. Waiting for its community to form it.
The London-based MadeThought studio has been working with Greenwich Peninsula since its inception to develop a design language that matches the ambition and vision of this urban transformation. MadeThought has built up a cult following internationally for its bold, varied and distinctive aesthetic working with some of the world’s most design forward and innovative names including Stella McCartney, Tom Dixon, Yves St Laurent, Design Miami, Adidas, Nike and The Museum of Modern Art (New York). Whilst each project demands a very different approach, there is a common desire to take an “unorthodox creative leap” and provide a design that has a lasting impact on its audience and hopefully, makes them think more deeply about the subject matter.
“Nothing is more exciting than creating a physical space where a brand can truly come to life” remarks Ben Parker, the Creative Director. We have to push our thinking even further to deliver something that delights the senses and gets people thinking” Ben goes on to say. Recent examples of their work include the “Cloudscape” installation in a disused factory in Sydney for the British paper company GF Smith. This was designed as the first of an ongoing series of physical exhibitions to inspire people through the series of the tactile and physical. “Chromatropic” was an installation at the Design Miami Basel using abstractions of 19th century french wallpapers from the French fabric house Pierre Frey.
For Greenwich Peninsula, MadeThought has produced an artistic interpretation of the further of Greenwich Peninsula that is designed to express the spirit and vision of this project, as well as the energy its founding communities will create and ignite. Each section has been imagined to convey with a unique feel of each neighbourhood in a surprising and interactive manner together recreating the urban buzz that we expect to become the everyday life here on the Peninsula.
As well as the exhibition, The NOW Cinema is open to explore the vision of the future Peninsula rendered by creative consultants Uniform, as a fantastical paper model. Here you can take a spin through this 3D interactive world, see each future neighbourhood, watch short films and uncover this new swathe of London for yourself.
The Paper World is available to preview here