343 Ladbroke Grove London W10 6HA info@serenamorton.com treehouselondon.org MISSION STATEMENT: Building environmental & creative blueprints that flourish within communities. WHO WE ARE: Tree House is a creative agency with an environmental focus. Serena Morton (gallery owner and curator) and Paul Mowatt (curator and photographer) work together providing the platform to produce projects with an unequivocal green intent. Working closely with artists’ and makers’ studios, borough councils, local businesses and developers, Tree House will fundraise and curate tree or wood related exhibits, with the aim to help purchase, plant and nurture new trees within communities. WHAT WE DO: • Taking inspiration from the Mayor’s London Plan Guidance Urban Green Factor report (below) we wish to utilise trees as the physical and curatorial inspiration for Tree House, a programmed series of art-related events in September 2022 in the Park Royal Design District. london.gov.uk/sites/default/files/urban_ greening_factor_lpg_pre-consultation_draft.pdf • Liaise with the boroughs of Ealing, Brent and Hammersmith & Fulham Councils to get an understanding of their future tree planting/ green plans. To establish how Tree House and fundraising can complement their long-term strategies. • To plant a tree walk from Acton Main and/or North Acton Tube into the Design District and use trees to define or highlight areas of that district. • Meeting with studio builders, artists and makers, local businesses and developers to discuss Tree House in the Park Royal Design District and surrounds. • We would produce an exhibition programme and related events curated on the Tree House theme in studios, streets, roof tops and around the Park Royal District. • Initially fundraise to allocate a third to trees, the exhibiting artists/makers and Tree House staff/ workers/costs. • We would produce, curate, market and promote the programme, as well as identify and build a team to advise and oversee tree planting and long-term care. • Propose to build a tree house as a community legacy. • Connect with the Queen’s Green Canopy Scheme to plant more trees for her Jubilee and understand if this can be part of the Elizabeth line opening plans. queensgreencanopy.org crossrail.co.uk/project/our-plan-to-complete- the-elizabeth-line/phased-opening • Meet with local companies such as Tesla, One West Point, McVitie’s and Art Logistics to discuss brand support and employee participation. • Speak to Imperial College London students within the local campus or residential dwellings to inform and gain engagement. BIOGRAPHY: SERENA MORTON Serena Morton is active in environmental issues in her North Kensington community. She owns and runs a contemporary art gallery and lives in the neighbourhood with her two children. Serena was brought up in Kensington, London. She began her art world career at Christie’s Auction House, King Street, in 1994 and worked first in the Print Department and continued in Modern British, Post-War and Contemporary British Paintings and Sculpture. Leaving Christie’s in the late 1990s, Serena became a prolific pop-up curator in London and 2006 launched and directed Ronnie Wood’s art gallery ‘Scream’ in Mayfair. 2008 saw Serena launch her roving gallery Agent Morton and in 2010 build Morton Metropolis, on Berners Street, with Amy Winehouse manager Raye Cosbert. Her final West End space Agent Morton was on Dover Street until the increasingly high rent of the area made her radically reconsider where she would continue her gallery. In 2012 Serena opened her first West London gallery, Serena Morton, at Canalside, 385 Ladbroke Grove and the following year purchased the building 343 Ladbroke Grove, which is her primary exhibition space. From 2015 to 2017, Serena co-directed a photography gallery with curator David Hill before focusing solely on mid-career painters and sculptors, her long-term expertise.
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