Creative Art Agency, RareKind has collaborated with developer City & Docklands to create a unique, art-based living experience at West London’s tallest residential building One West Point. The 54 storey landmark,designed by BUJ Architects has delivered 701 homes across 4 buildings in North Action, West London which is within the Old Oak Common regeneration area.

David Samuel – who owns and runs RareKind, was initially approached in 2020 and  supported the in-house team as Art Director for the duration of the development build, which has now neared completion.

Working closely with the team at City & Docklands,RareKind’s strategy was to transform the multiple tower’s private and public spaces with a series of individually designed and hand-crafted murals, art pieces, canvasses, gallery spaces, sculptures, and even hand-painted wayfinding for the building.

Across all four buildings, 91 combined floors, and standing at over 183 meters at its highest point; 91 individual artworks were created and curated spanning the enormous space by the team at RareKind. These were made up of works by David Samuel himself (a highly acclaimed artist in his own right), in combination with other notable names such as Bonzai, Sophie Mess, Abi Everett.

In one of the most prominent public garden spaces, a one-off sculpture by Gary Stanger was designed, fabricated and erected capturing the essence of the project and the ambition of the building itself, entitled and spelling out the word ‘FUTURE’.

“We wanted to do something that had never been done before.” says David Samuel, Founder of RareKind. “ Rather than simply hanging art within the building,  we wanted to make the space about art itself; to enhance the experience of everyone who spends time  at One West Point. It is an immense and impressive build, and we didn’t want small areas of art dotted around being swallowed up; we wanted art to be integral and interwoven into the space itself.

Felicity Young, Head of Brand & Communications at City & Docklands commented: “This area of West London is fast becoming a new hub for creatives, makers and professionals, highlighted by the exciting creation of the Park Royal Design District,and we wanted to reflect that change in the area in the landmark space at One West Point. Art is one of the most impactful communication tools there is, it taps into people’s  energy and their psyche , and we wanted to capture that with the use of colour, shape and structure in the art we created for the building. It’s a hugely exciting project on a vast scale, and the outcome has been phenomenal.”

RareKind Creative Agency has over 20 years’ experience working with residential, public, and professional spaces and buildings. Past clients have included HS2, Ace Hotels, Iconic Dublin, Ealing Council and Imperial College London, always with an eye on creating extraordinary, creative spaces for the enrichment of the user experience.