MediaCity UK: Finding it’s purpose through public realm

HemingwayDesign stepped in to work on the place brand and placemaking in 2019, developing seven pillars that define MediaCity in a way that sets it apart from everywhere else.

From research covering local history, market research, stakeholder mapping, culture mapping and competitor analysis, HemingwayDesign carried out engagement to establish a narrative that would guide all future decisions across the site.

Vestre’s VROOM, BLOC, STRIPES and FORUM ranges play a key role in delivery that ambition for a real connection between people and place by providing the physical infrastructure to establish a relationship.

With the place brand still in its development phase, Covid-19 hit. The year of isolation sprung a remarkable opportunity to activate the underutilised public realm.

The concept was to create self-contained dining pods, each decorated by a local artist, allowing visitors to return to Media City safely and attend their favourite bars and restaurants whilst socially distancing.

Thirty sheds and greenhouses were installed and decorated, following the visual identity set out by HemingwayDesign.

The project – Box on the Docks – added local and flair to the place, offering residents an exciting and unique attraction to visit.

Footfall doubled and what was a temporary intervention became a long-term placemaking brand at MediaCity and a core part of their winter activity programming. 

With a clearer sense of identity emerging from Box on the Docks, the questions turned to how to mature the narrative of this place.

Vestre’s scheme further seeks to activate the waterfront, enhance public areas and create opportunities for social and entrepreneurial activity – all goals set out in the Placemaking strategy.

This ambition culminated in We Invented the Weekend, a large-scale placemaking festival in 2023.

From the story of a Salford-based workers rights activist called Robert Lowes leading a campaign to allow workers to finish early on Saturdays, to the weekend being born, and that history now celebrated – a new, bold and imaginative festival was established.

Throwing open all of MediaCity and Salford Quays’ spaces and places to over 60,000 people to celebrate the joy of free time with a programme of over 270 free activities including sports, music, greening and gardening, theatre, dance, workshops, talks, food, charity, wellness, crafts and more.

By bringing people to the space, activating the water, celebrating the history, and filling the place with creativity, culture and community activity, this event communicates all of MediaCity values, lives up to its vision and activates the placemaking strategy.

MediaCity has been shortlisted for The Pineapples awards for place for both the Activation and Place of the Year categories, showcasing that the hard work and ambition towards creating a destination can significantly improve a site.

Vestre’s furniture was specified to support this evolving placemaking strategy at MediaCity and aligns with their goals of crafting in public belonging.  

The furniture has been carefully integrated across key locations to encourage interaction, relaxation and flexible use throughout the day. From informal gathering spaces to more structured seating areas, the mix of ranges provides a diverse and adaptable offering that supports a wide range of users.

By reinforcing movement routes and enhancing dwell spaces, the intervention contributes to a more animated and engaging public realm. The robust, contemporary design of the furniture aligns with MediaCity’s forward-thinking identity, helping to create a cohesive, welcoming environment that supports community activity and fosters a dynamic, connected destination.

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