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HOME Arches is Manchester’s world class, free-to-use, artist development hub and public realm gallery, spread across three arches on Whitworth Street West.
The 258 sqm hub, which is part of HOME, Manchester’s premier arts centre, and a registered charity, will help democratise the access to the arts by offering 5,000 free hours of making, studio and development space for artists and creative freelancers each year, with space for residencies, supported co-working and networking opportunities, plus access to technical equipment and expertise.
50% of this space is dedicated to artists from groups currently underrepresented in the industry, including members of the Global Majority, d/Deaf and disabled artists, and artists from lower socio-economic backgrounds.
HOME Arches will house HOME’s impactful artist development programme, which already works with more than 1000 artists per year, allowing it to reach its full potential, becoming the centre’s ‘Engine Room’ and inspiring HOME’s public programme and beyond.
Helping our friends at HOME, Manchester’s premier arts centre, to launch HOME Arches, the city’s brand-new, world class, free-to-use, artist development hub and public realm gallery, spread across three arches on Whitworth Street West, was a dream project for us.
Our role was to tell the story of what it is all about, why it is happening, how it has been developed and who by, add detail around funding, as well as convey to the media that HOME Arches has been developed alongside a carefully selected artist development panel to ensure that artists’ needs are met
We worked closely with the team at HOME to get the right messages in place to target range of media sectors including consumer, news, trade, theatre, creative, business, and property with bespoke pitches
We placed staggered coverage taking in the announcement of the HOME Arches development, as well as the launch, taking in news pieces, previews, features, interviews, as well as on-site video content, while maintaining accurate key messaging throughout
An incredibly successful campaign drew an enthusiastic and supportive response from a variety of media outlets across all relevant media sectors, featuring a number of features in The Stage including an interview with CEO Karen O’Neill and head of artist development Jennie McCusker, an insightful feature in British Theatre Guide, a story in Place North West focusing on the design of the development, while Creative Boom fed the news out to a key target audience.
Manchester’s media got right behind the project with repeat coverage across all stages of the campaign in MEN, Manchester’s Finest, About Manchester, Secret Manchester, I Love Manchester, Confidentials, That’s Up Manchester, and The Mill.
Business titles including GM Business, Prolific North, and Business Manchester were also keen to spread the news.
"The forgotten railways arches that will soon be one of Manchester's most important cultural hubs."
"The groundbreaking initiative by Manchester arts centre HOME provides vital resources for local artists and creatives, including studio spaces, networking opportunities, and public exhibitions, all housed within three newly transformed railway arches."
