ESTATE TRAIL APP SLOUGH
Background to ETA
Estate Trail App was developed from a call out for an artist commission by HOME Slough to engage with the local workforce who mainly leave Slough at the end of the working day. Its aim was to offer a thrilling and unusual event that connects the trading estate’s workers with the town in a new way. The aim was to directly challenge negative perceptions of Slough and illuminate the potential for a cultural offer that encourages people to socialise and be entertained in Slough.
On Thursday 22 March businesses on the Slough Trading Estate competed in the first ever ‘interactive’ treasure trail, exploring eleven iconic locations on the estate using state of the art QR technology, designed to engage with the local workhorse, increased awareness and cultural heritage of Slough.
The Estate Trail App (ETA), commissioned by HOME Slough and devised by Resource Productions and Mix-Up Reality in partnership with SEGRO, saw nine teams racing to get to the checkpoints across the estate using a specially designed mobile phone app.
Teams from across Slough competed to win prizes such as 4 cinema tickets courtesy of Pinewood Studios as well as £500 to support local creative charities; Aik Saath – Empoword, SWIPE Music, Arts Excite, Art Beyond Belief and Resource Youth Film. Renowned checkpoints included a stop about AP Films / Century 21 (the creators of Thunderbirds, Stingray, Captain Scarlett and more) and a scan of the 1948 Olympic Torch from the Slough Museum collection.
Resource Productions worked in partnership with HOME Slough, Arts Council England, SEGRO and Slough Borough Council. Neil Impiazzi, Partnership Development Director, SEGRO, said:“Using digital technology in this engaging way to celebrate the rich heritage of the Slough Trading Estate and the inventive and cutting edge work taking place there today is an initiative we are proud to support. The event brought together a wide range of customers and stakeholders from across Slough for a stimulating and enjoyable afternoon. The Slough Trading Estate is an integral part of Slough and we are pleased to be able to offer an opportunity to explore its history in this unique way.”
The overall winners of the launch event were a team from CLEAN (based 774 Buckingham Avenue) whom represented Aik Saath – Empoword. The lamppost banners will remain up for the foreseeable future, so any community or voluntary group can take part in the trail for free!
Want to try it?
Visit www.etaslough.com- download a map and start scanning at each of the checkpoints.
Following it launch in March 2018, the plan for the project is to be open and accessible to all including businesses, schools and community groups.