people, places & perspectives
Photography degree students from the University of Arts London (UAL) London College of Communication (LCC) took part in a creative project to showcase the essence of Elephant & Castle.
The rules were simple – take photos that embrace what makes Elephant and Castle a truly unique London location.
The project aimed to explore the Elephant & Castle area, covering the parks, markets, shops, and backstreets of this part of London, capturing the landmarks, local hidden nooks and juxtaposition of the new and old, during an evolving period of change.
In addition, the project intends to link these places with the people at the heart of Elephant & Castle – those who are embedded in the community, that truly represent and embody the spirit of the area. They could include everyday locals, such as residents out for a walk with their dog, shopkeepers, street vendors, commuters and people simply going about their day.
Elephant Park’s Mario Ferreira, Senior Marketing Manager, explains how the collaboration came about:
“We’ve had a good relationship with the LCC for a number of years now, and felt the photography students’ experiences of being in Elephant would give them a unique perspective of this great part of London.
“We’ve had a number of entries from the courses, and are really excited to see what they come up with and how creative they’ve been.”
Direction was intentionally light, as to not influence the students’ ideas and creativity, and as long as it captured the community from a unique perspective the sky was the limit – with some students taking this literally!
“The LCC was the perfect organisation to collaborate with,” continued Mario, “Its range of leading photography programmes, from short courses to diplomas and masters, and being within a stone’s throw of the iconic roundabout and tube station, made it a natural partner.”
Matt Guy, partnerships manager at the LCC, said: “Industry projects, such as this, not only produce brilliant work, but also give students and recent graduates vital experience working with business.
“They practice responding to a commercial brief and delivering to a tight deadline. All this helps prepare them for their future role in the creative industries.”
The host of successful images will be purchased by Elephant Park and used in selected marketing materials (as well as on this website). Furthermore, the shortlisted images will be showcased in special gallery presentation later this year, where local residents can admire the students’ work.
Look out for a Q&A with the final, shortlisted students – including a selection of their previous work – that will be showcased on www.elephantpark.co.uk over the coming weeks.