Within the industry of BTRs, developers are often criticized for the gentrification and lack of support for the existing communities in which they are building often expensive high rises. It was my goal to ensure Way of Life did everything we could to give back to the community and embrace the existing local culture into Way of Life’s ethos.

As part of launching The Eades, Way of Life’s new flagship building in Walthamstow, the challenge was to create a distinctive piece of placemaking that would embed the brand into the local cultural fabric. The activation needed to reflect the values of creativity and community while supporting local talent, ensuring that residents and visitors experienced The Eades as more than just a building — but as a home rooted in art, education, and belonging.

I initiated and led a partnership between London-based artist Hugo Dalton and Future Formed, a Waltham Forest programme dedicated to giving young people exposure to the creative industries. Together, we developed a concept for a large-scale mural inspired by William Morris — an iconic figure in Walthamstow’s artistic heritage — to anchor the lobby space. This approach connected The Eades with its local history while introducing a fresh, contemporary artistic voice.

Working across stakeholders, I managed the collaboration from concept to installation. This included aligning the design direction with the building’s interiors and brand identity, coordinating logistics with the artist and Future Formed, and ensuring the mural was delivered on time for launch. The installation process was documented through video and photography, extending the reach of the project as both a storytelling asset and a promotional tool for The Eades. The result was a mural that stood as a symbol of creativity, education, and community integration within the building.

• Partnership Development — building collaboration between an established artist and a local youth programme.

• Placemaking Strategy — integrating art and culture into the launch of a residential building.

• Project & Stakeholder Management — coordinating multiple partners and aligning creative and operational deliverables.

• Brand Storytelling — translating values of creativity and community into a tangible, resident-facing installation.

• Content Production Oversight — leveraging film and photography to amplify the project’s impact.