Joining the Dots Between Universities & the Built Environment - The Role of Creative Placemaking

In a world where students, faculty and investors are more discerning about where they choose to study, work or invest, universities have no choice but to broaden their focus beyond promoting their academic offerings.

As cultural hubs, universities and other HEIs have the potential to drive creative placemaking efforts that extend beyond their campuses and contribute to the economic and social vibrancy of the surrounding area. How do we define creative placemaking? Going beyond traditional branding, placemaking is linked to the concept known as a ‘sense of place’ which describes ‘how a culture group imprints its values, perceptions, memories and traditions on a landscape and gives meaning to geographic space’.

In our work with both HEI and built environment clients, we see the same challenges in both sectors; to develop creative strategies that blend community engagement, cultural investment and innovative urban planning. We achieve this through considered design and branding; the results can be game-changing.

?The Role of Universities in Placemaking

Universities are no longer just places of learning and its reputation alone is no longer enough to attract top talent. They are seen as anchor institutions within their communities and as more students and staff consider the broader experience of living in a particular city, the appeal of the place itself becomes crucial.

Developing spaces that are not only functional but also culturally rich and engaging can significantly enhance the attractiveness of a university’s location. In turn, by improving the cultural and physical environment around them, universities can become more attractive to their target audiences. Brimming with creative talent, many HEIs have formed hugely successful partnerships with cultural organisations and local governments to co-create public spaces, art installations and community-focused projects in a bid to create the kind of vibrant, attractive cities we all want to enjoy.

Consider the successful collaboration between Middlesborough Institute of Modern Art (MIMA) at Teesside University or University of the Arts London (UAL) - the impact of those cultural regeneration initiatives created by cross-sector partnerships is undeniable - bringing together students, artists and community members in a unique way, to develop spaces that reflect the identity and values of the local population. Projects like these create that much-needed ‘sense of place’ that resonates with both potential students and the wider community.

How Creative Agencies Can Help?

As specialists in storytelling, brand design and community engagement, creative agencies are uniquely positioned to help universities and cities, crafting an authentic narrative that showcases both the university and the city as compelling places to live, work and study.

Cultural Engagement Developing cultural and civic initiatives that engage both students and local residents. These can range from public art installations to community festivals, all designed to instil a sense of connection between the university and its surrounding area.

Place Branding and Identity Assisting universities in building a cohesive brand for their location. This involves not just marketing the university itself, but also highlighting the cultural, social and economic opportunities of the city or town it resides in.

Community-Centred Design Working with HEIs and local governments to design public spaces that are accessible, inclusive and reflective of the local culture. These spaces not only enhance the university experience but also contribute to the overall development of the area.

The Broader Impact of Placemaking

Placemaking is not just about attracting students or boosting enrolment numbers - it has broader economic and social implications. Universities today can play a pivotal role in shaping the future of their cities, benefiting local businesses and transforming the overall quality of life.

Through considered design and branding, HEIs can stand out in a competitive market and create spaces that are not only academically enriching but also culturally vibrant and economically sustainable. The key challenge is the defunding of arts and only time will tell if the new government realises the true value of creativity at university level and culture-led development within our cities.