In 2014, HemingwayDesign was invited to create a signature placemaking concept for the emerging Greenwich Peninsula regeneration area in London. We understood that over the coming years, the area would see the development of over 15,000 new homes, the creation of more than 10,000 new jobs, and the establishment of nearly 50 acres of public space. From the start, there was a clear ambition for Greenwich Peninsula to be recognised for its liveability and creativity. We envisioned it as an “urban village” — a community distinct from the fast-paced Canary Wharf, located just across the river, and only a 15-minute tube ride from central London.
With this vision in mind, we conceived, curated, and produced the Urban Village Fete, offering a contemporary twist on the traditional summer fete for both the new residents of Greenwich Peninsula and the wider South East London community. The event is a bold celebration of design, music, art, and modern craftsmanship, intended to foster a sense of place for the area’s growing community. The inaugural event in 2015 was an instant success, and now attracts upwards of 30,000 visitors annually.
With a variety of family-friendly activities, curated marketplaces, street food, and talks, it Urban Village Fete offers something for everyone. Think dance-alongs, karaoke bingo, mural painting, urban gardening, craft workshops, and much more. Past events have featured talks hosted by BBC Radio London’s Robert Elms and headline DJ sets from the likes of Gilles Peterson, Bradley Zero, Jamz Supernova, Mr Scruff, Zakia, and Colleen ‘Cosmo’ Murphy, with thousands of people dancing together in the park. Now approaching its 10th year, we continue to curate and produce this event, which has become one of the capital’s most eagerly anticipated annual occasions.
To further establish the Peninsula’s design and creative identity, HemingwayDesign also devised and launched SAMPLE, a quarterly market event aimed at helping young, up-and-coming traders build a network of like-minded entrepreneurs. SAMPLE provided a platform for new businesses, offering affordable rates that limit risk and stress for those starting out. The event was designed to lay the groundwork for the then-nascent Design District by embedding creativity, craft, and design into the area before any buildings or facilities were completed. By 2021, SAMPLE had fulfilled its mission, coinciding with the opening of the Design District — London’s first permanent, purpose-built workspace for the creative industries. Situated just a minute from North Greenwich Underground station, the District features 16 buildings designed by eight pioneering architects and supports a thriving ecosystem of creative businesses, including Homework who graduated from SAMPLE and Urban Village Fete into a permanent home in the Design District.
To complete the circle, Design District occupants now create and produce content for Urban Village Fete, which remains the signature event for Greenwich Peninsula.
A big thank you from Greenwich Peninsula for a brilliantly curated, marketed and delivered second Urban Village Fete! It really felt like a brilliant community vibe with an outstanding program – a little bit for everyone
Kaia Charles, Greenwich Peninsula (Knight Dragon)
