Mike Abrahams wanted a unique way to promote residential development 100 Shepherdess Walk. He knew that passers-by are curious about what lies behind the hoardings we see everywhere in London, so he designed a display to capture people's attention while inviting them to take a peek. He then invited writers from Dark Angels to write a poem to be displayed at the development.
12 writers took part. In a poetic relay, we each wrote one line before passing the baton to the next writer. Our brief was as tight as they come: each line could be no longer than 34 characters, it had to reflect the theme of home and it had to start with the last word of the preceding line.
The display used a simple system of plastic plugs and a matrix of drilled holes. The holes allowed people to see the construction work and the plugs formed the letters and words. Mike rearranged the plugs each month to change the lines of the poem and I helped him to install mine.
Over the year, many people stopped to peek through the holes. And some rearranged the letters – which we'd anticipated as part of the interactive element of the display.
The result was an award-winning project that scooped two D&AD pencils: one for Writing for Design, the other for Wayfinding & Environmental Graphics.
The poem
Home opens up your own vision of possible
Possible dances new beginnings with joy
Joy in your heart tread lightly with love
Love and soft arms that hold us each night
Night rooms of sorrows and ardour speak
Speak dream bright windows to your world
World made divine by the promises we keep
Keep dreams alive and nightmares at bay
Bay of belonging a shared harbour our own
Own part of my restless heart sweet place
Place me in the bosom of this loving house
House me in the heartbeat at heart of home
The writers (in order)
John Simmons, Faye Sharpe, Neil Baker, Sarah Farley, Richard Pelletier, Charlotte Halliday, Tim Rich, Jan Dekker, Sue Evans, John Dodds, Jamie Jauncey, Stuart Delves