Sheffield pop artist Pete McKee has been commissioned to create unique branding for the city’s new £42 million Fox Valley development, set to open next spring.
Pete will bring his distinctive style to the north Sheffield retail and office scheme, drawing on the rich heritage of the former steelworks site, which is currently being transformed to create a new commercial heart for Stocksbridge.
He has been working with Barnsley-based developers Dransfield Properties to create an identity which combines Sheffield humour with the history of the area.
Pete has developed a cartoon family of foxes called the Fox Family - with the characters set to become a key part of the centre’s identity.
As well as flagging and branding for the development, Pete is also working on the concepts for a statue and two pieces of art which will go on the large gable ends at one of the entrances to Fox Valley – all created in the distinctive McKee style.
Pete, whose dad was a former steelworker, said: “This is a brilliant project to be involved with and it’s great to be part of this new chapter for the site, we’ve looked into the history of the area and really tried to capture its personality.
“I’m looking forward to getting started on the large pieces of art, they will be the largest I have done to date – that’s definitely going to be an interesting logistical challenge.
“We don’t want to give too much away at the moment but I hope everyone will love the finished result when we unveil it.”
Mark Dransfield, managing director of Dransfield Properties, said: “This is a unique and very special development with a great deal of history, that’s something we are also reflecting in the names of roads and the buildings which make up Fox Valley.
“But we wanted to do something completely different which is really distinctive to the area with the artwork and branding - so who better to work with, than Pete McKee?”
The £48 million development includes offices, retail space and homes.