Culture Mile asks Endpoint to map creativity in the City of London

The opportunity to showcase a creative initiative in your home city is like a dream come true for any design-centred business. But that’s exactly what we’ve been tasked with following our appointment by Culture Mile!

Launched in 2017, Culture Mile is a joint initiative between core partners The City of London Corporation; the Barbican; Guildhall School of Music & Drama; London Symphony Orchestra; and the Museum of London. Culture Mile’s mission is to bring contemporary culture to the Square Mile – an area rich in history, but better known globally as a financial, rather than creative, hub. Since launching they’ve organised numerous imaginative collaborations and exciting events – such as Smithfield 150, a free family-focused festival and Jason Bruges’ latest kinetic installation ‘Brutalist Tapestry’.

A child playing with bubbles at the Smithfield 150 event
Smithfield 150 – a family festival

However, Culture Mile – which broadly spans Farringdon to Moorgate – has been a complex challenge since the project began. Whether charting all of its Culture Mile Learning partners (which includes St. Paul’s Cathedral and Keats House) or simply signposting everyday visitors to the offering in the spaces between the core partners, defining the area has been a challenge.  

Our task is to help define the location and to create a series of maps to help visitors better navigate the growing number of attractions – to give them the confidence to explore each area by themselves – and to uphold Culture Mile’s aim of making everything welcoming, accessible and easy to navigate. 

We couldn’t have asked for something better suited to our team’s strengths in both wayfinding and placemaking terms. It fits perfectly with our passion – to connect people with places and create experiences that make a difference – is local to us, and something visitors can enjoy for years to come.

Endpoint host a workshop with Culture Mile to get under the skin of the creative mapping brief
Workshop with Culture Mile to get under the skin of the brief.
Endpoint working with Culture Mile to interrogate the creative mapping brief.