Public art provides the focus of a Loaf Agency placemaking campaign for Circle Square, the £750m Bruntwood SciTech and Vita Group joint venture development on the landmark former BBC site in Manchester.
Loaf commissioned five artists to produce new work for display on the 169ft site hoarding surrounding Circle Square, each emphasising a characteristic of the development within Manchester’s Oxford Road Corridor Innovation District. Artwork will remain in place for at least a year.
Designed to increase awareness of the new neighbourhood during construction, Loaf devised the Extraordinary Taking Shape campaign theme to reflect the vision that Circle Square will be “a place to enable the extraordinary” when complete. Loaf has also created a range of campaign assets to launch Extraordinary Taking Shapeon social media, including a short digital film introducing the artists’ work.
Liz Bamber, marketing manager for Circle Square, said: “We were keen to take a different approach with this campaign and not just use the hoarding to show CGIs of the spaces that are being developed, but articulate in an interesting way what is being created as part of this extraordinary new neighbourhood.
