A construction barrier shouldn’t make you pause to read Keats.
Yet that’s exactly what happened at Cambridge Biomedical Campus, where researchers now stop mid-stride to read poetry installations.
Most developers see hoarding as ugly but necessary. Prologis saw blank canvas.
Twelve weatherproof panels now line the barriers around their 2000 Discovery Drive development. Each features verses from Cambridge poet James McInerney, printed in bold typography against clean backgrounds.
The poetry installation represents part of Prologis UK’s broader £1.65 million commitment to public arts and community activities at the campus.
But here’s what separates this from typical corporate art washing: the numbers.
The Numbers Behind the Poetry
Placemaking interventions boost dwell time by 50%. More telling: 65% of people visit and spend more at places that create memorable experiences.
The campus where these panels sit generates £4.2 billion annually for the UK economy. In an environment this valuable, first impressions compound.
Paul Weston, Prologis’ UK Regional Head, put it simply: “Placemaking isn’t just about the buildings. It’s about how people experience the spaces around them.”
Why poetry instead of generic art? Words stick. A colorful mural might catch your eye, but meaningful verses follow you home.
The Real Cost of Good Impressions
Breaking down the economics reveals something unexpected:
The panels represent a minimal cost compared to overall development budgets. Even generous estimates suggest less than 0.01% of total project investment.
The installation appears to have generated significant positive community response relative to its modest investment.
The timing advantage. Construction phases create captive audiences. People walk the same routes daily for months. Traditional advertising would kill for that kind of repeated exposure.
The authenticity factor. Using a local poet wasn’t accidental. Cambridge residents see their own creative community reflected in the development. That builds trust before the first tenant moves in.
Why This Matters Beyond Cambridge
Other cities are watching. Toronto now requires 50% of public construction hoarding to include community art. Similar mandates are spreading.
But regulation misses the point.
The real opportunity lies in voluntary adoption. Developers who move first gain competitive advantage. Those who wait face compliance costs without differentiation benefits.
What Your Next Project Should Steal
The Cambridge model works because it’s replicable without being generic.
Find local creators. Budget a small percentage of total development costs. Choose content that reflects your location’s character, not corporate messaging.
Most importantly: start before you break ground.
The 2000 Discovery Drive project completes in summer 2026, but community relationships built during construction last decades. The alternative—treating neighbors as obstacles to endure—costs more in delays, opposition, and missed opportunities than any hoarding upgrade ever will.
Prologis proved construction barriers can build bridges instead of walls. The question isn’t whether you can afford to try this approach.
It’s whether you can afford not to.