Art is often the tool of change, possibly due to its softly edged knife of liberalism, where in modern times allows people to gather, look at objects subjectively with a free glass or 5 of vino to make them feel special and part of the movement of forward thinkers that requires more than a good comfortable chair in front of the telly in time f’r Eastenders.

 

Nestled in the northern territory of Croydon, South Norwood’s Portland Road/ Selhurst Road central district has been in need of change and development for a generation, an unsightly parade of independent SME retailers and offices mixed in with empty dishevelled spaces at a ratio of 1/1, inspiring for low aspirations in the community and “youf”, attracting the usual crimes of drugs and burglaries and gang on gang violence held in areas of engineered deprivation, many of the local side streets are housed with hard working professionals. At night, the high street is a haven for anyone you wouldn’t want on your doorstep with its edgy alleyways and dim street lighting.

Gentrification can be handled with a fist of change, removing a block of homes to build a multi-million pound institution or sleek unaffordable-affordable housing complex where one can own a slice of 12%, often these projects require the long term ambition of attracting better paid professionals and easing out the undesirable mechanics, builders, teachers, police officers and Eastern European business holders to somewhere just further away through raising the price of everything. Alternatively, by working with the community, helping to create positive ownership and pride of their town, building aspirations for the youth, lowering crime rates and building inter-business partnerships.

 

Inspired by an influx of capital from the Mayor of London assembly, Croydon Council saw the opportunity to build on something with giving local interest to those without the start up capital to pilot their business in a handful of retail units rent free. Artist Elizabeth James, made her successful application for the opportunity. A previous resident over 20 year before, having once resided opposite her now successful gallery as a teenager.

Elizabeth won her space through a competition managed by the borough council inviting interested parties to propose a new business the has community at its focus, the competition awards the full right to manage, along with assistance to develop the enterprise for a 12 month period, Opening in December 2016 to a packed exhibition Elizabeth has built the successful brand Elizabeth James Gallery, turning an array of exhibitions and events filled with local and further talented artists, the gallery has fit in like a glove, attracting many to stop in for opportunities of exhibiting or to purchase an original or print, and the dark winter months have a new beacon, a glimmer of positive change for the community.

 

The Elizabeth James Gallery has attracted well-deserved attention with visits from the Mayor of Croydon and High Commissioner of Dominica as well as rated as one of the top 3 art spaces in the borough. A true testament to the endless hours of work and dedication. The Gallery has generated a positive change along the high street with new businesses taking up leases and existing ones attending to their presentation as well as community aspirations changing for the better, building partnerships with local schools inspiring an attainable goal for creatives, with the addition of art workshops squeezed into the weekly rota of features for the small space. Due to the success and great relationship she inspired with the landlord and the council, Elizabeth has secured a second term, in addition looking at future goals of expansion.

The progress so far of South Norwood’s gentle-fication has been a successful initiative and model that gives ownership of the environment and the community to the community.