Bright, hand-painted hoardings line the former bus station site along Fleming Way, close to the offices of Zurich Insurance Group. The artwork transforms the boundary of the vacant land into a visual statement about the town’s future direction.
The large-scale piece was created by UK graffiti artist Harriet Wood (AKA HazardOne) and runs from the railway station towards the town centre. It is understood to be the longest artwork she has produced to date.
Speaking about the commission, Wood said she was chosen for her “glitchy floral designs, super bold and vibrant, injecting a blast of colour across the town centre”.
The hoardings surround the former bus station site next to Zurich’s Fleming Way offices, a key route for visitors entering Swindon. The old bus station is currently undergoing demolition.
A design code is now being prepared to guide a future high-quality regeneration scheme on the Kimmerfields site. The aim is to secure a development partner to take the project forward.
Part of the land is also earmarked for a new regional entertainment venue. Work is ongoing to explore funding options and how the proposal could be made viable in the long term.
Both proposals form part of the wider Heart of Swindon vision, which sets out more than 50 projects intended to reshape the town centre. The strategy was launched earlier this year.
Wood said she welcomed the decision to use the site creatively ahead of redevelopment. “I’m grateful that the team seized the opportunity to use large, hand painted artwork across this site, proving the importance of public art and it being used in a way that brings positivity and colour to the built environment,” she said.
Leader of Swindon Borough Council, Cllr Jim Robbins said:
“The artwork by Harriet is amazing! I love it. The response has been great and it is brilliant to see it along with our new “Swindon Make It Here” branding around the town.”
The ‘Make It Here’ line is meant to hark back to our manufacturing heritage and our plans for a revitalised advanced manufacturing future, but also speak to how you can make your life, career, family or future here in Swindon…
The hoardings also reflect a wider push to strengthen Swindon’s image as a place for investment. Perception and confidence are increasingly seen as factors in business location decisions.
Recent months have seen drone and advanced engineering firms choose Swindon as a base, citing its transport links and skilled workforce. Elsewhere, the first building at Panattoni Park Swindon is close to completion, with an announcement on its first occupier expected.
Together, visible town centre changes and progress on major employment sites point to a more deliberate approach to promoting Swindon. The opportunity will be turning ambition into delivery, with completed developments and long-term economic confidence.
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