SEED, ACTON

Seed, Acton is a fictional project that was submitted to the annual BTR competition in 2019.  This is a collaboration with Greystar, and G Larson Properties as well as ViewCity in the formulation of an ‘edge of city’ offer that proposed 250 new homes set over 12 storeys – a place to live and grow.

Brand before Building:
In a nutshell, the projects key values were identified as:
Customer Experience / Systematised Uniqueness/ Thought Through Integration

The brand was conceived to give rise to a culture where strong community ties could flourish and, in turn, nourish the personal growth of the building’s customers. The scheme is rich with a variety of thoughtful shared communal spaces offering differing scales and activity whilst also providing a balance of private amenity – providing a wealth of contrasting customer experience and a broad range of commercial permutations for Greystar to offer to and compete within a fiercely competitive marketplace.

Offsite:
In construction terms, the scheme has been designed to build on Greystar’s proven track record of swiftly delivering high-quality product using Modern Methods of Construction – in this instance wholly designed for modular on-site assembly.

Scheme Design:
The scheme – which occupies a city block very close to Acton Town Station – is arranged around a double courtyard, one quite and contemplative the other active and sociable and a series of south-facing ‘hanging gardens’ onto which communal activity spaces are carefully distributed. Private apartments are distributed facing onto public realm, on to stepped terraces or into the generous courtyards.