Westfield Stratford, Europe’s biggest shopping Centre development, is described by the media as ‘the gateway to the 2012 Olympic Park’, and is a celebration of the fashionable dynamic that is East London. Given Westfield Stratford’s unique credentials, Household was briefed to develop ‘location-specific’ imagery through reportage photography to inject this unique personality and interest into the linking and communal spaces.
We developed a storyboard that captured key drivers such as authenticity, eclecticism, creative spirit and diversity across a series of topics including art, fashion, architecture & streets, markets, people and retail. Working with award winning photographers David Vintiner and Stephen Morgan, Household created the visual concept, art directed the shoot and orchestrated the framing and curation of the photographic collection into Westfield Stratford.
“Having been briefed to help us provide a more culturally relevant series of artworks and photographic installations in the welcome areas in Stratford, Household delivered right on message.We are now seeking to expand the scope of this initiative to include more areas of the development as we feel it to be a hugely successful piece of work”
Simon Cochrane, Design Director, Westfield Shopping Towns
