A developer has called for artists to get on board with an ambitious public scheme to bring “excitement” to its 800 home development.
Moda Living wants to install public art at its new neighbourhood Moda, Hove Central, which it hopes will draw on the area’s history to deliver a vibrant and welcoming new area for the community on the site of the former Sackville Road Trading Estate.
The £450,000 programme has been created in collaboration with Brighton and Hove City Council and with Sussex-based designer and artist Richard Wolfströme.
Pieces will take inspiration from the heritage of Hove Station and other landmarks including Hove Park.
Residents will begin to move into the development, which will include a new multigenerational neighbourhood of more than 820 new homes, 564 of which will be build-to-rent apartments, in the coming year.
James Blakey, Moda planning director, said: “Our public art strategy for Moda, Hove Central will be the city’s most ambitious public art strategy to date and will generate a wealth of social value for the local community.
“Our plans will represent a whole new neighbourhood packed full of public art that local people can come and explore, bringing new experiences and excitement to this part of Hove.
“Public art helps define a place for the people who use it, including residents and visitors, and this programme sets out our plan to develop a vibrant, contemporary space that responds to the local community and will give Hove residents a beautiful space to spend time in.”
Moda has already started consulting on the strategy with groups including the Hove Civic Society, Brighton Dome and Brighton Festival, Hove Station Quarter, Artist’s Corner and the Friends of Hove Park, as well as ward councillors.
It will also consult with the community.
Marina Norris, arts development manager at Brighton City Council, said: “We’re excited by the ambition and contribution that Moda Living are already making to the cultural landscape, and we encourage the many fantastic local artists that are based in the city to respond to this call out.”
Moda kickstarted its public art vision last year when the first of three 42 metre-long murals along Sackville Road was painted by Tom Diamantopoulo, inspired by Hove park and the theme of community regeneration.
The second of the murals is currently being painted by artist Kirsti Davidson.
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