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The Carts & Horses pub sits on a busy intersection of Maryland Stratford, London. The pub is famous for its legendary rock history. The Iron Foundry, affectionally known by locals - is the birthplace of Iron Maiden. Here, Steve Harris hinted at bigger things with Gypsie Kiss and eventually - joined with  Ron Mathews, Terry Rance, Dave Sullivan and Paul Day - and in the summer of 1975, Iron Maiden was born. The pub was at risk of closing due to refurbishment requirements and subsequent financial losses. Some of the original Iron Maiden band members contributed to the redevelopment plan, with a focus on modernity and history.  A new 9-story apartment block was successfully proposed and currently being built at the rear of the property and the listed status of the pub was retained- allowing the East End of London to enjoy the legacy of Iron Maiden. As part of a marketing package, we were tasked with creating a creative image that draws on the pub's history and unique status to promote the new apartment block. The initial idea was inspired by a neo-gothic aesthetic. It aimed to create a contrast between a new, modern metallic residential building and a dark, haunting old London environment. The intention was to incorporate subtle hints towards the Iron Maiden history without overwhelming the overall design, while still effectively showcasing the whole new scheme. Hopefully we achieved the balance.

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