Defining London’s newest cultural quarter

Elephant and Castle is one of London's oldest and most fascinating locations. Referred to in the prose of both Shakespeare and Dickens, it has always been a hub for people and culture.

The area has also witnessed dramatic change in the last century. From spectacular population growth at the turn of the 20th century, to WW2 bomb devastation, ill fated sixties redevelopment, and now the £1. 5 billion regeneration programme, Elephant and Castle is a place of constant metamorphosis.

According to Rob Wray, Elefest's chief organiser, it's this change that makes Elephant and Castle the perfect location for a grassroots creative festival.

"Elefest is special because it celebrates one of the most maligned and misunderstood areas of London," says Rob, who grew up in Walworth.
" We created Elefest to celebrate the cultural and creative diversity of the area and the people who live in it."

Kicking off in 2003, the festival began in earnest as a series of events showcasing locally made films. Elefest now includes a wide variety of the arts, including live music events, digital media, dance and performance.

Managed by the New Elephant Open Network (NEON), the festival brings together local organisations and arts bodies, including the London College of Communication, IntoMEDIA, Corsica Studios, Morley College, the Coronet and Southwark Arts Forum, among others.

Now in its fourth successive year, Elefest 2006 promises to be bigger and better, with a week long celebration of Elephant and Castle being planned. " We are building and expanding the programme to include photography and literature for the first time, alongside an expanded music and audio visual art programme," says Rob.

Although the programme is still being finalised, Rob hints at some exciting fixtures on the programme.

So is Elefest firmly establishing itself as a signature event for cultural growth in the area?

Corsica Studios director and NEON member, Amanda Moss, thinks so: "I think that the festival has the potential to draw attention to Elephant and Castle's regeneration programme and help alter people's perceptions of the area. What's special about Elefest is its homegrown appeal and the fact it offers a chance to showcase the community's creative work in its own environment. By structuring the festival in different locations and with proper strategic coordination, the potential exists to encourage new visitors and audiences into the area. It's all about utilising and improving on all the great things that already exist here," she says.


Rob Wray agrees, "In the long term, having a free large scale arts festival will help challenge the stereotypes people have about the area and attract people who wouldn't normally come south to do so."

Elephant and Castle regeneration director, Chris Horn, adds, " People often think that redevelopment is just about the physical buildings, but that couldn't be further from the truth. Both the challenge and the opportunity at the Elephant is that we are building in an area of central London with a strong existing community. Local people, art, creativity and diverse cultures will ultimately play a vital role in shaping the place that Elephant and Castle will become and Elefest has the potential to be a catalyst for all of this, "

NEON is inviting submissions of short films and videos and are also seeking volunteers for Elefest 2006. For more information, email neon@uk2.net or call 0207 252 7381. Membership of NEON is open to everyone who lives, works or studies in Elephant and Castle.