Showcasing Wembley Park’s Creative Credentials
As the world’s leading galleries and auction houses collaborate during London Art Week, Quintain Living is showcasing the artistic credentials of over 2,500 apartments which are being offered for rent in London’s Wembley Park Development.
London Art Week 2021 guest curator – and Director General of Florence’s Fondazione Palazzo Strozzi, Dr Arturo Galansino’s focus on this year’s theme of ‘revolution and renewal’ during the week-long celebration of the best the art market has to offer certainly resonates with Quintain Living, as it leads the way in creating exciting new lifestyle experiences for private renters. Residents at each of the nine developments the company manages in Wembley Park enjoy distinctive living spaces, from their individual homes to the host of shared amenities that are unique to buildings which have been designed to be visually compelling too.
Take the Beton Building, for example. Conceptual interior designers Fossey Arora took the glorious, monochromatic base palette of the building’s raw materials (‘beton’ is French for ‘concrete’ and the building celebrates it), then drew inspiration from the pop art movement to create a rental experience like no other.
Iconographic design company Muzéo took that artistic inspiration and ran with it, packing Beton with visually stimulating experiences at every turn. The end of corridor artworks on walls and doors are a key feature of every floor, playing with perspective and visual interaction in a way that confounds logic. Stencilling over the building’s concrete base is a feature throughout, from the floor numbers painted on the concrete walls in the stairwell to the style of the adhesive manifestations on Beton’s glass doors.
Throughout Beton, the emphasis is on playful, immersive art, from intimate pieces in corridors and lifts that create a sense of invitation and exploration to more monumental features in Beton’s lobby and external areas.
The most striking external artwork is the enormous mural of the building’s name. It was conceived by the team of artists at Muzéo to deliver an interactive space for residents and passers-by. The conceptual artwork exposes Beton’s concrete within the composition, while playing with both the real and the representation – an approach that is particularly relevant in the age of social media. The mural is brought to life through an anamorphic effect, which changes the word ‘Beton’ from a distorted image to a clear, straight name as one walks past.
Wembley Park is known for its commitment to the arts. During the inaugural London Mural Festival in September 2020, Brent-born graffiti artist and designer Pref created a large-scale street art intervention, Better Together, next to Wembley Stadium.
The Wembley Park Art Trail, meanwhile, features 14 superb pieces, which visitors can discover through a digital map with QR codes. Running from 1 June through to 30 September 2021, the Art Trail, which is free for the public to enjoy, includes works created with paint, digital mixed media and upcycled materials. World-renowned photographer and street artist JR has contributed portraits of 16 Brent locals to the trail, while London artist duo HagenHinderdael have focused on pieces that incorporate the Wembley Park landscape.