In 2014, HemingwayDesign was invited to create a signature placemaking concept for the emerging Greenwich Peninsula regeneration area in London. Over the coming years, the Peninsula was set to deliver more than 15,000 new homes, 10,000 new jobs, and nearly 50 acres of public space. From the outset, the ambition was for Greenwich Peninsula to be recognised for its liveability and creativity. We envisioned it as an “urban village” — a community distinct from the fast-paced Canary Wharf just across the river, and only a 15-minute tube ride from central London.
With this vision in mind the Urban Village Fete was conceived — a bold contemporary twist on the traditional summer fete. Designed for both the new residents of Greenwich Peninsula and the wider South East London community, the event celebrates design, music, art and modern craftsmanship, while fostering a sense of place for the area’s growing community.
The inaugural edition in 2015 was an instant success, attracting thousands of people to dance, eat, shop and make together on the Peninsula’s public realm. Over the past decade the event has grown into one of London’s most eagerly anticipated free cultural festivals, now drawing upwards of 30,000 visitors annually.
In May 2025, Urban Village Fete celebrated its 10th anniversary with 30,000 people joining us at Greenwich Peninsula for a landmark edition. The traditional spirit of the fete was reimagined through workshops, performances and activities including Sam Nowell Studios’ drop-in rosette-making, Sebastian Chaumeton’s playful noticeboard installations, the HemingwayDesign Hayground, Jon Hicks’ Alllympics games, and skateboarding lessons. Visitors created “wonky veg” sculptures, designed upcycled bags with Clara Chu, and built a collective model of the Peninsula with Clayground. Performances from UK Soul Choirs, Kinetika Bloco and Charity Shop DJ brought music and movement to the site, alongside talks hosted once again by Robert Elms. A full-circle moment saw Gilles Peterson return to the decks, supported by Touching Bass, to close the celebrations.
Across ten editions, Urban Village Fete has offered something for everyone — from dance-alongs, karaoke bingo, mural painting and craft workshops to headline DJ sets from Gilles Peterson, Bradley Zero, Jamz Supernova, Mr Scruff, Zakia and Colleen ‘Cosmo’ Murphy. More than just a day out, it has become a cultural anchor for the Peninsula, shaping its identity through creativity, participation and joy.
To further embed creativity in the area, HemingwayDesign also devised and launched SAMPLE, a quarterly market event that provided a platform for up-and-coming traders and makers. Offering affordable rates and an opportunity to build networks, SAMPLE helped lay the groundwork for the Design District, London’s first permanent, purpose-built workspace for the creative industries. Opened in 2021, the District supports a thriving ecosystem of creative businesses — some of which first began trading at SAMPLE and Urban Village Fete.
Today, Design District occupants now contribute content to Urban Village Fete, completing the circle. Ten years on, the event continues to serve as the signature celebration of Greenwich Peninsula — a festival of culture, creativity and community that has grown with the place it was designed to help shape.
A big thank you from Greenwich Peninsula for a brilliantly curated, marketed and delivered second Urban Village Fete! It really felt like a brilliant community vibe with an outstanding program – a little bit for everyone
Kaia Charles, Greenwich Peninsula (Knight Dragon)
