top of page

Installation for London Design Festival 2017

ROOTS GROW LOVE installation was a striking reclaimed wooden structure containing plants, designed by UpCircle in collaboration with Loughborough Farm and put together by volunteers from the community and various associations.  It celebrated the joy of growing plants and the love this has produced in the community.

The project engaged the local community, improved the look of the farm and  brought more visitors to the farm proving it's success as a community project.


Project Management

Art Direction

Landscape Design


Graphic Design




Loughborough Farm is a community project created in 2013 and growing food in Loughborough Junction (LJ). The year of 2017 was an exciting time for the farm as the redesign started taking place at the heart of LJ Works; a new co-designed community workspace.


The re-development will meant that plants, pots and all manner of farm materials would have to be moved and re-purposed.

Upcircle, with Loughborough Farm used these elements to design a structure that represents the spirit of the farm, it is a symbol of the values the farm engenders and shares with the public who experience what the community can build together. The structure was shaped using wooden boxes, made out of recycled timber and inside each box a loving plant was strategically placed. Carefully chosen colours were used to paint certain areas of the structure, and to highlight other equipment within the farm.

This interactive installation, motivated visitors to express love for gardening and connection with the community. All visitors were encouraged to share a sentence about love and the most inspiring ones were rewarded with a piece of Loughborough Junction cherished garden – a ROOTS GROW LOVE pot.

Visitors were challenged to find a hidden shape at the installation: The Heart of Loughborough Junction was painted using a technique called Anamorphosis - a distorted projection that requires the viewer to occupy a specific vantage point to reconstitute the image.

A visual identity with brand, website, panels and flyers were created for the event. Every single of the 200 flower pots were sprayed with Roots Grow Love stencil so the installation looked consistent and visually strong, creating an identity to be recognized throughout the London Design Festival.


The street artist ATM also participated to the launch of the event and painted one more of his birds.


Roots Grow Love was selected as one of the highlights of London Design Festival and created a connection between all participants. Visitors had the opportunity to take home part of the Loughborough Junction Farm and it also helped to bring together the community and to spread the love for gardening and nature.

  • Twitter - Black Circle
  • Instagram - Black Circle

Loughborough Farm

The Platform, Loughborough Rd

SW9 7AH, London

Made possible with the involvement of the community and support of:

LDF logo transparent white letters small
bottom of page