From Concrete to Canvas: The Oracle Gets a Street Art Makeover

Thought-provoking artwork inspired by Reading's rich cultural heritage has been unveiled at The Oracle, as its owner, Hammerson, continues to enhance and reposition its portfolio of city-centre destinations through the introduction of key brands, new concepts, art installations and innovative cultural partnerships.

At The Oracle, Hammerson has collaborated with Global Street Art and Creative Debuts, who champion and support emerging artists, to provide a platform for exciting artists. The three commissioned murals celebrate Reading's dynamic music scene, thriving biodiversity and significant industries.

The partnerships support Hammerson's placemaking ambitions and form part of a wider strategy to broaden the use and purpose of its vibrant destinations, complemented by its successful leasing strategy that is attracting best-in-class brands, entertainment, leisure concepts and market firsts - which in turn, appeals to new audiences and drives deeper levels of engagement.

The 3 B's by Mark Allum
Mark Allum, a designer at the UK's largest mural painting organisation, Global Street Art, has curated a piece which pays homage to three companies which put Reading on the map for its Beer (H & G Simonds), Biscuits (Huntley & Palmers) and Bulbs (Suttons Seeds). He explored Reading's archives including its historic photography, old adverts and typography to create a flowing narrative honouring the town's history and visual culture.

"Creating The 3 B's was a fascinating process of learning and a great design challenge. I hope the final painted piece captures the imagination of passers-by and sparks conversation to learn more about the local area," Allum said.

Reading River Birds by Curtis Hylton
To animate indoor space within The Oracle, Hammerson tapped into Creative Debuts' network of exciting talent to find local street artist, Curtis Hylton. His new mural Reading River Birds celebrates Reading's biodiversity and the birds found on the River Thames and Kennet. Each bird is beautifully composed of flowers including Roses, Magnolias, and Irises, reflecting his unique artistic style, while on closer inspection iconic Reading landmarks are hidden within the mural.

Euphor.ea by Epod 3000
Epod 3000, also a local artist on Creative Debuts' roster, was commissioned for a striking piece which celebrates Reading's annual music festival. Commenting on the mural he said: "I wanted to create a scene that captures the atmosphere and energy of Reading Festival, focusing on a joyful individual in the crowd who is completely taken by the moment and the music, and is in a state of euphoria."

Introducing art and culture
Creative activations have been integral to the repositioning of Hammerson's assets from places where customers come only to shop, to multi-use 'destinations' that offer live music, art and social experiences - driving footfall and engagement both in-person and digitally. Recent successes include:

Wallace & Gromit mural at Cabot Circus in Bristol
A new cultural partnership with Aardman Studios, the creators of Wallace & Gromit, and local street art festival Upfest, for a colourful 11.5m mural celebrating Bristol's rich heritage and endorsed by BBC News last October.

Urban street art gallery at Westquay in Southampton
Over 2,000 visitors descended on Westquay last September as the car park was transformed into a two-day art, skateboarding and music extravaganza. Featuring installations celebrating the local community and DJs paying homage to the city's 50-year hip hop scene. 'Multi-Stories' will return by popular demand later this year.

Sarah Tinsley, Director of Marketing & Placemaking, Hammerson said, "Street art is an incredibly powerful medium that engages and sparks conversation amongst our visitors and our communities. Installations such as these provide the opportunity to showcase and celebrate our local heritage and talent, whilst changing the perception of our destinations and engaging visitors in new and exciting ways. We can't wait to see and hear how the people of Reading respond to these thought-provoking new pieces."

ENDS

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