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Richard Bromhall talks to the BBC about Reimagine Redditch



Photograph by Will Harpur


Reimagine Redditch Programme Director Richard Bromhall visited the BBC Hereford & Worcester studios recently to talk live on air to BBC Upload reporter Nina Das Gupta. Richard spoke about everything Redditch's dedicated creative and cultural programme has done so far, what's on right now, and about exciting plans for the future.


The week's 'heatwave' and sunshine inevitably led Nina to immediately reflect on last summer's hugely successful 'Beach on the Green', run in partnership with Redditch BID, and about some of the barriers people might face in order to find and take part in creative and cultural activities - the cost of living crisis being a major issue for many.


After explaining the background to Arts Council England's funding for Creative People and Places programmes across the country, including the Reimagine Redditch programme (one of the newest Creative People and Places projects), Richard and Nina discussed how local people are directly involved with shaping Reimagine Redditch's projects across different local communities and with a range of groups.


Richard said: "It's all about working with communities in a place to make the projects together."


Nina asked about how exactly the town is being reimagined, which provided the perfect opportunity to talk about the Redditch Colour Palette campaign, which is jointly funded by Redditch BID, the Kingfisher Shopping Centre and Reimagine Redditch. Richard explained that we ran more than 30 workshops and asked you to tell us your ideas for the Redditch Colour Palette online.


He told Nina that Redditch residents told us they wanted to 'brighten up' the borough, so we wanted to create something vibrant and fresh – something that Redditch people can be proud of. By running workshops and online surveys, Richard said: "We were able to find out what Redditch is all about and to find out what colour means to those people. The great thing about this project is that people in Redditch suggested the ideas. They shortlisted to final selection. They voted for the colour palette. It is theirs! I'm really excited to see what they are going to do with it."


Richard exclusively revealed that the new Redditch Colour Palette would be installed over the coming weekend in the Kingfisher Shopping Centre.


Nina Das Gupta said: "I think one of the lovely things about art and culture is that, sometimes when you hear the words 'arts and culture', if you're not really artistic yourself, you can sometimes think, oh, I don't really want to be engaged in that, but art and culture is a wide thing. People shouldn't be scared, or frightened off by thinking it's all too high brow. Art is all around us and can be shown in so many different ways; it can make such a difference to people's lives. It can make you feel really good! And this project is all about celebrating local creatives. Each area has its own creative personality."


Richard agreed, and said: "Absolutely. And I think this is the potential that something like the new Redditch Colour Palette has. Colour is such a foundational thing in our lives, it's so familiar to everyone, so the opportunity to do something with colour about a place is just so exciting."


Photograph by Will Harpur


Nina went on to emphasise that Creative People and Places projects like the one in Redditch are focused on local people and local communities.


Richard said: "The thing that's really interesting about this project is that it is shaped by local people. It takes on their character. We're always thinking about: 'Is this activity relevant to local people? Do they care about it in that way? Do they see themselves in it?'. That's the really important thing because, if it isn't, or if they don't, then there's no point in doing it."


Nina added: "Yes. I guess there's that whole thing about loving where you're from and feeling local pride. This project is about something people in the local area have chosen and created, rather than something that's been parachuted in, which might not really say anything about where the local people are from."


Talking about next steps, Nina asked what Reimagine Redditch would be bringing next to the area: a great chance for Richard to talk about the newly announced £69,000 'Love Woodrow' project, which will commission an artist to work with residents in Woodrow to create new public art installations. The project aims to use creativity to bring people together, boost health and wellbeing, enhance local pride in the area, and brighten up Woodrow Centre. ​Severn Arts and Reimagine Redditch fundraised almost £69,000 from the highly competitive Inclusive Communities Fund for the new 6-month-long project.


Richard said: "We are going to be working with a number of organisations and groups in the Woodrow area, and with the artist, to shape this project together. At this moment in time, we don't really know what is going to happen, and that's the great opportunity, that's what's so exciting about work like this. It's really up to the local people."


e project aims to use creativity to bring people together, boost health and wellbeing, enhance local pride in the area, and brighten up Woodrow Centre.

Severn Arts and Reimagine Redditch fundraised almost £69,000 from the highly competitive Inclusive Communities Fund for the new 6-month-long artist in residence project. will commission an artist to work with residents in Woodrow to create new public art installations. The project aims to use creativity to bring people together, boost health and wellbeing, enhance local pride in the area, and brighten up Woodrow Centre.

Severn Arts and Reimagine Redditch fundraised almost £69,000 from the highly competitive Inclusive Communities Fund for the new 6-month-long artist in residence project. 



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