The Field activation strategy

In 2014, tiring of shallow ‘pop-ups’, people were turning to ‘meanwhile use’ 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.

From Now On 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 propostion – whether field of dreams or field of play – it went on to become a successful hub for young creatives designing and making physical products.

Project details

Year: 2014
Client: Cathedral Group, U+I Plc
Team: Daniel Charny, Moira Lascelles, James Tooze
Categories: Research & strategy