The Farm develops Rich Mix look

The Farm is working on brand development and naming ideas for Rich Mix, a £19m arts, culture and education centre to be located in east London, having completed an interim identity for the project’s launch.

The aim of the centre is to celebrate diversity and promote cross-cultural activity in the ‘Banglatown’ area of Bethnal Green, near Brick Lane. The building, which is being designed by architect Penoyre and Prasad and is due to open in 2004, will house a multi-screen cinema and recording studios as well as rental space for local community businesses.

Penoyre and Prasad project architect Bob Wills says there may be scope for collaboration with designers during the fit-out of the 6000m2 space. This may include interiors and signage work.

Any name change to the centre would result in a new identity, says The Farm partner Daniel Cigman.

‘There’s a view among some members of the board that the name lags behind the vision of the project. It may be that the name [ultimately] stays the same, but it’s under review and the board is open to options,’ says Cigman.