Squeeze
Our original idea was a half squeezed tube of cream, fitting neatly on the chimneys of a row of old houses, surrounded by fancy newly developed buildings.
With this in mind, we headed to a creative session with students from Prendergast. They were only ten, but we asked them to imagine Lewisham in one hundred years. What kind of life would people live then? And what difficulties might they might have? After establishing all sorts of scenarios and potential issues, we asked them to imagine a cream that would solve all those problems.
‘FIX EVERYTHING, BUT DON’T OVERDO IT’ was the genius contribution from one of the teams. They’d seen right through it. If a product could fix everything, the fact that it could be overused was the beginning of another problem. We ended up with a mural that subtly references gentrification, and the issue with trying too hard to make everything just perfect.
Night photograph by Mathew Browne.
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