Artscene — interior design, branding & CGIs, Acton

Artscene

Appointed by Luxgrove Homes to launch ARTSCENE, a modern apartment development in Acton — full interior design and floor plan optimisation, with branding, marketing and website developed alongside, on the site of the Barbara Speake Stage School.

Client

Luxgrove Homes

Location

Acton, London W3

Scheme

Twenty-four one, two and three-bedroom apartments

Year

2024

Logo — a condensed wordmark drawn from the building’s rhythm

What we delivered

Space planning & floor plan optimisation
Interior concept & specification
Brand identity & story
Logo design
Brochure design
Internal & external CGIs
VR show homes
Hoarding design
Scheme pages on the developer website

Artscene external CGI — pale brick garden elevation and arched entrance at dusk, Acton, by HDEY — External CGI — garden elevation and entrance

Artscene external CGI — red brick street elevation with balconies at dusk, Acton, by HDEY — External CGI — street elevation

A name that keeps the place

Artscene stands on the site of the Barbara Speake Stage School, which trained young performers in East Acton for decades — Naomi Campbell and Phil Collins among them — and sent them out into music, modelling, stage and screen. The name was chosen to honour that: not to replace the story of the place, but to carry it on.

The idea runs into the building. The communal corridors were imagined as a gallery, a hanging space for framed moments from stage and screen, so residents move through the story of the site every day rather than reading it on a plaque.

Luxgrove Homes has appointed us on nineteen projects to date — Artscene among them, alongside The Rosemont, Montpelier Mews, Ivy Gardens and the Luxgrove Homes rebrand itself.

The floor plans were optimised to maximise the living spaces. The marketing ran to the brand and story, the brochure, internal and external CGIs, two VR show homes, a two-storey hoarding on site, and the scheme’s pages inside the Luxgrove Homes website.