Kevin McCloud abhors any description of himself as either a brand, a celebrity or even as a household name, although this term would certainly be apt as the presenter of Channel 4’s Grand Designs is the best-known figure in the world of domestic architecture.
His fan base, although that is almost certainly a phrase that McCloud would dislike, spreads across all classes and incomes.
Brickies and bankers aspire to the contextual, planet-friendly homes that he champions in the series and hope that, one day, they can live up his to his anti-consumption message. McCloud, architect, lighting designer and author, believes that “we should avoid being seduced by the trinkets and gadgets of domestic life” and strive instead “to restore, cherish and keep” the stuff we already own.
These were some of the precepts outlined in his latest book, Kevin McCloud’s 43 Principles of Home, in which he also disclosed that he was responsible for the design of the fruit and vegetable hall at Harrods.
To date, considerable financial resources, or an understanding bank manager, have been required to build a Grand Designs dream house. The Triangle scheme at Swindon puts this eco-conscious lifestyle within the range of those with modest means. The development represents a democratisation of the McCloud principles of sustainable and community-minded living.
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There will be social housing tenants and residents renting with a view to accumulating a stake in their homes and becoming owners. The development is designed to promote neighbourliness and self-sufficiency. Those who live there will be able to grow their own fruit and veg rather than buy them and to limit the use of cars.