DEVELOPMENT & PLACE

for culture through their programmes (see NE1 profile interview, p.22). Recognition has grown of the economic, wellbeing and social benefits. Putting creativity, design-thinking and consultation at the core of an approach will get good results. And those positive outcomes aren’t necessarily expensive. The best way of getting the most benefits is to make things multi-functional. This could be as simple as a fence that is also a sculpture. It functions as a boundary treatment, yet its appearance as an artwork makes the surrounding environment a lot more welcoming. Stakeholders who think creatively about using budgets that are already in place for one thing can often make gains for little additional cost by using a cultural feature to fulfil that role. A small amount of extra funding can turn the ordinary into something extraordinary that people remember. Dallas-Pierce-Quintero is an award-winning culture and architecture studio that works across the UK and sits on the Mayor of London’s Architecture, Design and Urbanism Panel for cultural strategies. The studio’s work focuses on people and place, with a particular emphasis on deliverable strategies that put the community at their heart. www.d-p-q.uk Culture projects have the most impact when they are considered in the early stages of a regeneration scheme. They should be embedded into the thinking of all stakeholders and clear budgets agreed from the start. Why? Because everyone benefits from a good strategy that leads to tangible outcomes, developed with creative expertise and innovation. Retro fitting culture in later stages won’t be as impactful. Exploration of all the opportunities at an early stage allows for all the options to be explored and understood. While cultural regeneration will often be delivered by those on the ground, ideally, they will be supported by professionals who have an innate understanding of what is – and is not – possible. FIXING THE LINK – COLCHESTER Taking a cultural approach to problem solving is often a positive way forward. In Colchester, the route between the main railway station and the town centre was problematic as it was long and uninspiring. The brief was to ‘fix it’. Inspired by local heritage a forward- thinking approach looked to incorporate the identity and character of Colchester. The look, feel and legibility of the one-mile route has been transformed though a series of strategic creative initiatives including bespoke artwork, greening, colourful banners, maps and events. It was important that the proposal created a sense of belonging, whilst offering pride in place. The council, transport providers and community embraced the scheme, and have decided to expand it. DON’T MIND THE GAP – WISBECH In Wisbech, part of a £1.9m Heritage Lottery-funded Townscape Heritage Project, includes the design of a unique piece of architecture and public realm – repurposing a vacant mid-terrace space for up to ten years. The tall design includes a flexible public viewing platform and structure capable of hosting a range of events and activities, which will raise the profile of Wisbech nationally, encourage people to travel to experience it, and inspire a new generation. Once open, ‘The ‘Gap’ as the project is known, will be a thriving hive of activity in the heart of the wider high street - a place for exchange and to engage, educate and inspire local people and visitors. Above 'The Gap', Wisbech Right D-P-Q way finding, 'The Link' Colchester Effective cultural place experiences are about the right mix of ingredients which together add value. A fresh pair of eyes can help to identify what’s unique and distil this into tangible ambitions. Success starts with understanding a place’s physical and social challenges, its cultural life - and listening to those who inherently understand the specific needs of the area. It isn’t only local authorities, regeneration partnerships and developers who are recognising the advantages of including culture in both their day-to-day and their strategic work. Increasingly city-wide and regional bodies are taking forward far-sighted cultural plans, evidenced in the UK City of Culture and its emphasis on legacy. The GLA is developing a new Cultural Strategy and a Cultural Infrastructure Plan for London and many Business Improvements Districts now plan 08 09 CUSHMAN & WAKEFIELD DEVELOPMENT & PLACE