Art and Public Liaison: Salford Reds

Prof. Paul Haywood,
Dr. Jo Heeley,
Maxine Kennedy
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New, innovative approaches to urban planning led to a unique collaboration between artist, architects and city planners who worked together to develop a design brief for the new Innovation Forum to be located on Frederick Road in Salford.

We commissioned local artists Maxine Kennedy and Paul Haywood to produce a collection of visual evidence providing them with the following brief: to influence the redevelopment of the site; to inform its renewal, and; to develop ideas for future cultural projects. They discovered 32 shades of red examining the brickwork from Blandford Road to Salford Crescent which resulted in an Art installation entitled ‘32 Reds.’ This piece of work has initiated much interest and become the central focus of the overall design project and the colour palette is now being used to inform the colours and materials in the new Innovation Forum building.

Plans are now underway to manufacture the colours into a new Salford paint range, which will be used as a key promotional feature for the project. The project has generated a wide range of new products ideas including makeup, children’s building blocks, a paint set and ceramic tiles. As part of a wider regeneration project, we are establishing through workshops with creative practitioners a strategic approach to public arts implementation across the city. We assembled the work of 20 creative practitioners into a celebratory event proposing future work for public spaces and the local community were invited to view the outcomes to ensure their involvement in the future plans.

We also developed new education and learning opportunities engaging textile students from Bolton Institute who used the ‘32 Reds’ to inspire an ‘enterprise’ project, developing interior furnishings ideas for city living. This project is still evolving….

Keywords: Innovative Approaches to Urban Planning, Collaboration with Artists, Architects and City Planners, Visual Evidence, Paint Palette
Stream: Arts Agendas, Art in Communities, Arts Education
Presentation Type: Paper Presentation in English
Paper: Art and Public Liaison

Prof. Paul Haywood

Adelphi Research Institute, University of SalfordMain

He has a professional art practice working in areas of social engagement and urban regeneration. He is Director of 3 major enterprise projects within the University all of which target regeneration in the city and social benefits. His recent art projects are made in collaboration with designer Maxine Kennedy and with artists Karen Lyons and Tim Dunbar. The most current projects are interventions with architecture and wider partnerships with industry and local authority services. The ’32 Reds’ colour range developed for Charlestown and Lower Kersal is incorporated into a new build project in the town and is the core content to a set of school industry initiatives, a research and development project with a dye manufacturer and a branding exercise with a new community magazine for Salford. Paul Haywood’s work with Dr Jo Heeley is aimed at formalising art techniques and creative practices into methods of social engagement and inclusion within regeneration planning.

Dr. Jo Heeley

Freelance Consultant

Jo has considerable research, consultancy and teaching experience. Jo’s first degree was in textile design. She went on to complete a PhD in 1997 entitled, Environmentally Conscious Design and Manufacture in the UK textile industry.’

As a Researcher, Jo has co-ordinated and managed a range of national and European projects funded by ERDF, NWDA, DTI, the Design Council, the Home Office and the Arts Council of England, North West. Through her research, Jo has been an academic visitor to a number of design institutions in the UK, Europe and Asia.

From 2002-5, Jo moved into the field of Enterprise as Project Director of Salford Innovation Park at the University of Salford. This included a £2.134 million ERDF revenue project to create a business, enterprise, education and community-based programme to encourage new skills in enterprise, creativity and entrepreneurship. Some highly innovative projects included the launch of Salford Film Festival in 2003, now an annual community event. More projects can be found at the website The project also involved the design and development of a new Innovation Forum building at circa £9 million, which will provide business incubator units, and space for educational and learning and community activities to take place from.

Jo is also Course Co-ordinator of a Post-Graduate research programme for design students entitled Creative Research Methods.

Most recently Jo led the consultation programme for the Central Salford Urban Regeneration Company. The consultation report published February 2006 can be found at

Maxine Kennedy

Design Studio/Department of Industrial Design, Herengrach, Amsterdam/ Technical University Eindhoven, Holland

Maxine Kennedy was educated in Design for Visual Communication Media at the Manchester Metropolitan University. Her practice covers both Public Art commissions and Applied Design projects. Her design office, situated on the Herengracht in the centre of Amsterdam, has produced Dvds, published books and built websites for museums, artists and magazines. Maxine Kennedy has collaborated with Paul Haywood to develop Public Art works including ‘Salford Reds’: a Visual Research project which has developed an indigenous colour scheme digitised from Salford red brick architecture leading to the manufacture of a series of household paints. This research has become the foundation of a ‘Regional Branding’ framework. The subsequent project; ‘Aberdeen Greys’ was exhibited at the Aberdeen Arts Festival. They recently worked in partnership with James Robinson PLC to produce and exhibit innovative approaches to working with photo-chromatic dyes.

Maxine Kennedy is currently a lecturer at the Technical University Eindhoven, Holland where she teaches weekly within Industrial Design department. The faculty educates Design Engineers; their remit is to produce ‘Intelligent Products and Services’.

Ref: A06P0445