Spanning a 30-year development timespan, Things Made Public’s Cultural Placemaking Strategy will be embedded into the heart of the masterplan, shaping the essence of place design from RIBA Stage 1 onwards, whilst creating space for the strategy to adapt and remain relevant for decades to come. The strategy sets out to meet the ambitious expectations for culture set by Camden Council, which included the provision of a cultural anchor, creative workspace, culture embedded throughout public spaces and an approach and subsequent offer that reflects the diverse voices of Camden and local residents.

To ensure that the Euston OSD Cultural Placemaking Strategy genuinely reflects the needs of the communities today and tomorrow, Things Made Public undertook a dual approach to understanding the diverse and varied context of Euston, completing both in-depth desk-based research and policy review, side by side with on the ground consultation.

From one-to-one interviews with stakeholders such as the Francis Crick Institute, Wellcome Collection and University of the Arts, to ‘Walk, Talk, Eat with us’ events with local community groups such as Small Green Shoots, to reportage drawing installations at local festivals such as Camden Mela, London Festival of Architecture and Somerstown Festival; Things Made Public delved deep under the skin of Euston, establishing invaluable insight into local, national and global emerging trends and evolving consumer behaviour, enabling the evolution of a cultural vision that can adapt and innovate throughout its 30 year lifespan, whilst capitalising on opportunities unique to the area’s cultural DNA.