The Gallery

Development

Client

Location

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The Gallery

Peabody

Camberwell, London

Design & Fit Out

How we helped

Peabody invited us to pitch for the internal fit out for The Gallery, their latest development in Camberwell, South London. It is set in an eclectic and artisan area of Southwark with a busy local arts scene, close to art colleges and underground jazz clubs. We needed to get under the skin of the area and bring that culture into the space. Working with Focus IMC we visited Camberwell and created a brand and collaborated with Peabody to engage local artists to contribute to the space and use it as a gallery for their works. This helped us engage locally and leave a lasting impression.

Located in a commercial unit on bustling Camberwell Road we decided to make the most of the development name and create Peabody’s very own gallery within the marketing suite featuring works of art from local artists celebrating the inner beauty of Camberwell. The exterior of the building would have you fooled into thinking it was indeed an art gallery, with local photography displayed in the window having simple straplines beneath.

What was achieved

Upon entering the marketing suite, you’re greeted by a large open space. The blank canvas walls are the perfect hosts for vibrant and vivid artwork submitted through the competition, showcasing the eclectic and colourful lifestyle that Camberwell offers. Positioned in the middle of the gallery space is a bespoke peg bench, playfully inviting visitors to rest and admire the art. We wanted to create a focal point and a feature piece to attract interest from both visitors and passers-by. Seamlessly nestled within the artwork sits a large tv screen featuring a placemaking video made by Focus portraying all the local amenities and benefits of living in the creative hub that is Camberwell.

The right side of the marketing suite is dedicated to the sales team and welcoming visitors. The soft seating area greets visitors first, allowing an informal introduction to the sales team and a comfortable area to discuss The Gallery and ask and answer any questions. Further beyond lies the traditional sales desk for private discussions.

The colour palette mimicked the branding designed by Focus and naturally draws the eye with vibrant pops of yellow, blue and fuchsia, and this paired with white balls and black ceilings kept the space fresh.

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