Moda Living unveils bold public art plans for new neighbourhood Hove Central

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Rental living pioneer Moda Living has announced ambitious plans for public art at its new neighbourhood Moda, Hove Central, which will draw on the area’s history to deliver a vibrant and welcoming new area for the Hove community to enjoy on the site of the former Sackville Road Trading Estate.

The £450,000 programme has been created in collaboration with Brighton and Hove City Council and with Sussex-based designer and artist Richard Wolfströme, who has designed several public installations and artworks throughout the region.

Moda is calling for local artists interested in creating pieces for the neighbourhood that reflect its identity to get in touch.

Designed to establish a neighbourhood with a distinctive and inspirational identity, the art strategy will aim to deepen the relationship between people and place to create a genuine sense of ownership. Public art at Hove Central will take inspiration from the heritage of Hove Station and other local landmarks including Hove Park.

The strategy outlines Moda’s commitment to creating an inclusive, fair and equitable space that responds authentically to the area – and encourages the artistic community to experiment and try new things.

James Blakey, Planning Director, Moda, said: “Our public art strategy for Moda, Hove Central will be the city’s most ambitious public art strategy to date and will generate a wealth of social value for the local community.

 “Our plans will represent a whole new neighbourhood packed full of public art that local people can come and explore, bringing new experiences and excitement to this part of Hove. 

 “Public art helps define a place for the people who use it, including residents and visitors, and this programme sets out our plan to develop a vibrant, contemporary space that responds to the local community and will give Hove residents a beautiful space to spend time in.”

Moda has already started consulting on its public arts strategy with groups including the Hove Civic Society, Brighton Dome and Brighton Festival, Hove Station Quarter, Artist’s Corner and the Friends of Hove Park, as well as local ward councillors. It will also consult widely with the community.

Marina Norris, Arts Development Manager at Brighton City Council, said: “Public art helps define our city’s identity, it builds community pride and creates a sense of belonging.

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“We’re excited by the ambition and contribution that Moda Living are already making to the cultural landscape, and we encourage the many fantastic local artists that are based in the City to respond to this call out.”

Plans for art throughout Moda, Hove Central include ambitious public art pieces at entry points to the neighbourhood, a central sculpture, art trail and the opportunity to have an artist in residence once the development opens so that residents can also enjoy and share in the creation of the new art.

Moda kickstarted public art at Moda, Hove Central last year when the first of three 42 metre-long murals along Sackville Road was painted by local artist Tom Diamantopoulo, inspired by Hove park and the theme of community regeneration.

The second of the murals is currently being painted by artist Kirsti Davidson, who has designed a piece around community and togetherness. When the neighbourhood reached its highest point last year, Moda marked the occasion by cementing one of Kirsti’s paintbrushes into the roof of the tallest building, to symbolise the permanent connection between Moda, Hove Central and the arts. Moda also sponsored last year’s Riwaq event space at Brighton Festival.

Richard Wolfströme said: “The scale of Moda’s ambitions for public art at Moda, Hove Central is tremendously exciting.

 “We are looking forward to developing contemporary art and design, with the insights of the local community and stakeholders.

 “This will join Moda, Hove Central’s past, present and future with local residents, giving them a sense of ownership for the art which we develop with them and of course a new place where they can experience art in the midst of new landscaped green spaces.”

 Working closely with Brighton & Hove City Council, local resident groups and consultants, Moda is on track to deliver the regeneration of the former Sackville Road Trading Estate, with the first residents set to move in the coming year.

Moda, Hove Central will include a thriving new multigenerational neighbourhood of more than 820 new homes, 564 of which will be build-to-rent apartments. It will feature six new buildings, with more than 65% of the 8.8-acre site covered with new landscaped green spaces, pedestrian routes and public realm.

The new homes, 10% of which will be affordable and managed by Moda, will cater to all ages and requirements, ranging from spacious studios to three-bedroom homes and will boast views of the sea, the South Downs and the surrounding city.

The neighbourhood will also include a range of best-in-class amenities, including a 24/7 gym, roof terraces, communal lounges and co-working spaces, cycle cafés as well as 260 community care homes.  There will also be shops, cafes and new public squares for the local community to enjoy.  The neighbourhood is part of Moda’s prime multi-family joint venture with investment manager Apache Capital, and the first to be funded by KKR.

More information on the project is available here:

For the full details on how to express an interest please email Richard Wolfstrome at

 Expressions of interest should be returned by 12 noon, 24 March 2023.

For more information on Moda, Hove Central, please visit:

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