OpenArea reframes nature as cultural canvas with new London festival

UK – OpenArea, the brainchild of cultural strategist Ollie Olanipekun, transformed Camley Street Nature Reserve in King’s Cross into a vibrant hub of art, music, food and critical thought during its debut event at the urban green space.

Rooted in Olanipekun’s ‘new nature’ philosophy, OpenArea challenges conventional ideas of nature as providing passive retreat. ‘Nature has never been the problem. The problem is how we’ve been taught to see it,’ he states. The platform invites audiences to see nature not as escape, but as creative fuel for identity, energy and community. 

The immersive programme at Camley Street featured installations and performances by artists including ATT, Rachy McEwan, James Massiah and Charlotte Werth, alongside musical acts such as Lord Tusk, Joviale, Coby Sey and Roxanne.  

Powered by Salomon and supported by partners including The Singleton, Levi’s Exploration Unit and London Wildlife Trust, OpenArea builds on Olanipekun’s previous work with Flock Together to create a new, inclusive narrative for the outdoors. 

This echoes our Rebranding Nature report, which explores how brands are reframing natural spaces to attract Gen Z and so that it resonates with their values and to encourage engagement with conservation and climate action.