Meet the Brain Behind our Five-Year Campaign

Hoxton Press
8 months ago

What a journey! It’s been five years since Anthology was founded.

And to celebrate this milestone we teamed up with our creative agency, Greenspace, to launch the landmark Stories of Home campaign.

In celebration, we have decided to hand our blog over to the CEO of Greenspace, Adrian Caddy.

No matter the circumstances, and despite the fast pace of change in cities, one constant is a place we can all call home.

Together with Anthology, we have created a book, Stories of Home, which sees Londoners speak about home.

And earlier this year, Anthology and Greenspace launched an exhibition to celebrate the book and the Londoners featured inside.

Since then, Stories of Home has been an ever-present campaign for Anthology. And the theme of home resonates deeper than ever as Anthology’s first residents settle into their new homes.

Would you like to know the story which inspired this campaign? Then sit back and let me take you on a journey to 2013.

Once upon a time

In 2013, I met a property developer named Mark Dickinson. He was hoping to establish a responsible developer with the aim of approaching every new-build residential project with the values of community and home at its heart. His goal was to raise industry standards through excellent customer service, and by respecting — even cherishing — the neighbourhoods they build in.

Having won Mark’s heart with a poem (Stories of home, built from London), we named the company Anthology, because home and community are where we create our life stories.

In a land…quite nearby

People buying new-build homes often want to understand and feel a part of their future neighbourhood — its history, culture and identity. London is built on layers of history reaching back to pre-classical times, so in our remit as Anthology’s creative partner, we dig up research that informs the tone of each development. Anthology’s development in Deptford was built on an obsolete steel foundry, which inspired the name, Deptford Foundry. The area has many other past and present connections with makers and artists, inspiring events and festivals such as Deptford Stories, celebrating the industrial and cultural heritage of the area.

There was a local hero

Every neighbourhood contains extraordinary personalities that make it vivid and unique, and part of our research is to find these people and make them our ‘local heroes’. We often find them working in the industries that once defined an area or that define the area today. In south-east London, foundry-worker Vincent Jack became one of the local heroes for the Deptford Foundry development, starring in a poster campaign and film. He also cast in bronze a sculptural ‘A’, for Anthology.

Going home

Encompassing 270 nationalities and 300 languages, London is one of the most diverse places on earth. Stories of Home shines a light on the rich communities and neighbourhoods that Anthology works in. During 2018’s long, hot summer, we walked the streets of Deptford, Hoxton, Wembley, and Tottenham talking to and photographing over 40 people. We found the results compelling. It occurred to us that, along with the unique personalities of our subjects, we were capturing a sensitive moment in history. Speaking about home, some of our storytellers have a philosophical bent, some are more concrete. One speaks of home as somewhere she’s comfortable to drop custard tart crumbs. Long live London, and sofa crumbs.

(Not) The End

Stories of Home was conceived to celebrate Anthology’s fifth birthday working with the local communities in London. While making it, we felt that the book and its photography merited an exhibition. So, at this year’s London Design Festival we staged a show and a panel discussion with Greenspace and photographer Henry Hunt. We are now happy to announce that Stories of Home is available through Greenspace. To get your hands on a copy, get in touch by emailing hello@thegreenspace.com.

Here’s to Anthology, and to Londoners living happily ever after.

 — -