Rental living pioneer Moda Living announces ambitious plans for public art at its new Build to Rent neighbourhood – Moda, Hove Central. The plans draw on the area’s history to deliver a vibrant and welcoming new area for the Hove community to enjoy on the site of the former Sackville Road Trading Estate.
The strategy outlines Moda’s commitment to creating an inclusive, fair and equitable space that responds authentically to the area – and encourages the artistic community to experiment and try new things.
Designed to establish a neighbourhood with a distinctive and inspirational identity, the art strategy will aim to deepen the relationship between people and place to create a genuine sense of ownership. Public art at Hove Central will take inspiration from the heritage of Hove Station and other local landmarks including Hove Park.
The £450,000 programme has been created in collaboration with Brighton and Hove City Council and Sussex-based designer and artist Richard Wolfströme, who has designed several public installations and artworks throughout the region. Moda is also calling for local artists interested in creating pieces for the neighbourhood that reflect its identity to get in touch.
“Our public art strategy for Moda, Hove Central will be the city’s most ambitious public art strategy to date and will generate a wealth of social value for the local community.
“Our plans will represent a whole new neighbourhood packed full of public art that local people can come and explore, bringing new experiences and excitement to this part of Hove.
“Public art helps define a place for the people who use it, including residents and visitors, and this programme sets out our plan to develop a vibrant, contemporary space that responds to the local community and will give Hove residents a beautiful space to spend time in.”
James Blakey, Planning Director, Moda
Moda has already started consulting on its public arts strategy with groups including the Hove Civic Society, Brighton Dome and Brighton Festival, Hove Station Quarter, Artist’s Corner and the Friends of Hove Park, as well as local ward councillors. It will also consult widely with the community.
“Public art helps define our city’s identity, it builds community pride and creates a sense of belonging. We’re excited by the ambition and contribution that Moda Living are already making to the cultural landscape, and we encourage the many fantastic local artists that are based in the city to respond to this call out.”
Marina Norris, Arts Development Manager, Brighton City Council
Plans for art throughout Moda, Hove Central include ambitious public art pieces at entry points to the Build to Rent neighbourhood. It also includes a central sculpture, art trail, and the opportunity to have an artist in residence once the development opens so residents can also enjoy and share in the creation of new art.
Moda kickstarted public art at Moda, Hove Central last year (2022) when the first of three 42 metre-long murals along Sackville Road was painted by local artist Tom Diamantopoulo, inspired by Hove park and the theme of community regeneration.
The second of the murals is currently being painted by artist Kirsti Davidson, who has designed a piece around community and togetherness. When Moda, Hove Central reached its highest point last year, the developer-operator marked the occasion by cementing one of Kirsti’s paintbrushes into the roof of the tallest building, to symbolise the permanent connection between the development and the arts. Moda also sponsored last year’s Riwaq event space at Brighton Festival.
“The scale of Moda’s ambitions for public art at Moda, Hove Central is tremendously exciting. We are looking forward to developing contemporary art and design, with the insights of the local community and stakeholders.
“This will join Moda, Hove Central’s past, present and future with local residents, giving them a sense of ownership for the art which we develop with them and of course a new place where they can experience art in the midst of new landscaped green spaces.”
Richard Wolfströme, Sussex-based designer and artist
Moda is on track to deliver the regeneration of the former Sackville Road Trading Estate, working with Brighton & Hove City Council, local resident groups and consultants. Moda, Hove Central will deliver 820 new homes – 564 of them will be Build to Rent apartments. The 8.8-acre site development will include six new buildings, with over 65% of the site covered with new landscaped green spaces, pedestrian routes and public realm.
The new homes, 10% of which will be affordable and managed by Moda, will cater to all ages and requirements, ranging from spacious studios to three-bedroom homes and will boast views of the sea, the South Downs and the surrounding city. The first residents are set to move in during the coming year.
Amenities at Moda, Hove Central will include a 24/7 gym, roof terraces, communal lounges, co-working spaces, cycle cafés as well as 260 community care homes. There will also be shops, cafes and new public squares for the local community to enjoy. The neighbourhood is part of Moda’s prime multifamily joint venture with investment manager Apache Capital, and the first to be funded by KKR.
