Client: Earls Court Development Company
Project: Redefining the Vision for a Cultural District
Year: 2021 (ongoing)
Earls Court, England, UK
Challenge:
Earls Court, once home to a renowned exhibition centre, presented a unique opportunity for redevelopment. The Earls Court Development Company, a conglomerate of investors and stakeholders, took charge of delivering the masterplan. Sound Diplomacy was appointed in 2021 to support the development of the plan, focusing on cultural mapping, music heritage, economic impact assessment, and the creation of a cultural strategy.
Strategy:
Earls Court is a complex and unique opportunity. Sound Diplomacy, in collaboration with the Earls Court Development Company, has broken the work into multiple phases with each one focusing on specific challenges and opportunities.
Phase 1: Research, Definition and Economic Measurement
In the first phase, Sound Diplomacy conducted extensive cultural mapping of the two London boroughs surrounding Earls Court. This involved capturing and documenting over 1,000 cultural assets, including venues, studios and cultural businesses to identify the entire local creative economy and potential stakeholders. Additionally, a comprehensive Music Heritage Report was created, tracing the rich musical history of the area over the past century. The report highlighted notable figures buried in local cemeteries, iconic venues, and the area's significant role in the growth of the LGBTQ+ community.
Phase 2: Cultural Strategy Development
The main focus of the second year was developing an initial cultural strategy to be included in the masterplan submission. Sound Diplomacy conducted workshops with the client to gain a deeper understanding of their objectives, resulting in the identification of key focus areas:
Spaces and Places: Exploring innovative approaches to cultural programming, venues and events.
Innovation: Fostering creative and entrepreneurial endeavours in the area.
Health and Wellness: Integrating well-being initiatives into the cultural fabric of Earls Court.
Cultural Development: Supporting the growth and diversity of cultural assets and activities.
Sound Diplomacy conducted further mapping assessments, reviewed relevant policies, and facilitated workshops involving key stakeholders, local communities, and cultural stakeholders from outside Earls Court. The insights gathered from these workshops, along with six case studies of successful cultural districts from around the world, formed the basis of an action plan and recommendations for priorities in the development of Earl's Court as a world-class cultural destination.
Phase 3: Continued Involvement and Activation
Sound Diplomacy remains the key cultural consultant for the Earls Court Development Company as the project progresses.
Outcomes:
Sound Diplomacy's role as the main cultural consultant encompasses providing valuable insights, data analysis, vision development, and the creation of engaging content to shape the cultural transformation of Earls Court. Earls Court is set to regain its vibrancy, establishing itself as a thriving cultural district and a beacon of creativity and community engagement.
Phase 1 Outcomes:
Sound Diplomacy assessed the economic benefits of the London Wonderground festival, a temporary activity on the site. This analysis provided valuable insights into the festival's impact on the local community. Sound Diplomacy further helped define the 15-Minute Cultural City for Earls Court to support the masterplan development, exploring ways to enhance accessibility and cultural experiences for future tenants, residents and visitors.
Sound Diplomacy curated Spotify playlists celebrating the area's rich cultural history and its connection to renowned artists, local venues, and record labels. Playlists have been used for marketing and act as a soundtrack to the developing site.
Phase 2 Outcomes:
The cultural strategy developed by Sound Diplomacy was incorporated into the masterplan submission, which was submitted in 2023, showcasing the vision for a vibrant and culturally rich Earl's Court.
Phase 3 Outcomes:
Cultural Masterplan Refinement: Sound Diplomacy updates and refines the cultural masterplan to ensure its practicality and alignment with the ongoing development of the site, bridging the gap between the high-level vision and its execution.
Meanwhile Activation: Sound Diplomacy has developed a strategy for meanwhile activations at Earls Court, assists in identifying relevant partners, collaborating with individuals and organisations to bring activities, events, and brand-building initiatives to the site.
Podcast Development: Sound Diplomacy spearheads the development of a podcast series, producing seven episodes covering topics such as culture, development, green technology and the local community, further promoting the cultural narrative of Earls Court.