Att10tives latest initiative; Beyond The Frame: Showcasing stories of Luton
By Laaibah Mujtaba and Olivia Jones.
Luton is a town with a story to tell from its historic hat-making industry and iconic landmarks to the people, communities and creative talent that continues to shape its identity today.
At Att10tive, we have always believed in the power of creativity to challenge perceptions, celebrate communities and create meaningful change. Through our youth ambassador development weeks, creative project initiatives and community partnerships, we have worked to give people the confidence, skills and platforms to tell their stories and have their voices heard.
Beyond The Frame: Stories of Luton
So we’re now pleased to announce the launching of our latest project Beyond The Frame: Stories of Luton, a new creative project bringing together artists, community groups and creatives from across the town to capture what Luton means to them through a wide range of art forms and multimedia.
Coordinated by Att10tive’s Amy Mandayaya, Laaibah Mujtaba and Olivia Jones with the support of Managing Director Montell Neufville and a team of youth ambassadors, we are excited to provide Luton's creatives with the opportunity to showcase Luton through a different lens one shaped by the people who live here. The project will explore Luton through a wide range of creative mediums, including painting, drawing, photography, ceramics, sculpture, poetry, music and performances.
Beyond The Frame is about looking at Luton through the creative lenses and imagination of its people.
Celebrating Luton through art
The project has been created to showcase the many different sides of Luton and challenge some of the negative perceptions that surround the town.
Participants will be encouraged to create work inspired by the following themes;
Landmarks of Luton – capturing something that is distinctly Luton through paintings, photographs, ceramics or drawings. This could include well-known locations such as St Mary’s Church, Luton Town Hall, Wardown Park Museum, Stockwood Park Discovery Centre, Luton Hoo or The Hat Factory.
Luton’s Heritage – focusing on the history that has helped shape the town. Artists could explore Luton’s famous hat-making heritage, create work inspired by the town’s industrial past or even capture an old Vauxhall car – reflecting the important role the company has played in Luton’s story.
Storytelling, Visual and Media Arts and Film – the project also welcomes those who prefer to tell stories through words, performance or film. Participants can create a poem about Luton, or produce a short film capturing a story, memory or perspective of the town. Videos should be under three minutes.
Together, these creative pieces will showcase Luton as the diverse, historic and full of talent town that it is.
Who are we looking for? Any age matters
We are looking for people who can paint. Draw, act, recite poetry or make short films about Luton. Although we do a lot of work with young people this is an intergenerational project so we are keen to hear from older people and seniors too.
A story worth celebrating
At the heart of Beyond The Frame is a simple idea: Luton has a story worth celebrating. Luton has an incredible cultural identity, yet its story is not always told in the way its communities experience it.
The project aims to provide a platform for local people to show the town through their own eyes – whether that is through a painting of a familiar landmark, a photograph capturing everyday life, a ceramic inspired by Luton’s history, a poem about growing up in the town or a short film telling a personal story.
By bringing these different perspectives together, Att10tive hopes to highlight the extraordinary creative talent within Luton and encourage people to feel greater pride in the place we call home.
Beyond The Frame will not simply be an exhibition or performance evening. It will be a celebration of Luton and its history told through the eyes and voices of its creative community. This is an opportunity to do more than simply create art – it’s an opportunity to tell Luton’s story from the people who know it best.
Why get Involved?
Att10tive wants participation to be accessible and enjoyable for local artists. To help bring ideas to life, the project can provide canvases, paints and brushes for participants who need materials, which they will then be able to keep and use for their work.
Artists will also have the opportunity to see their creations displayed at an event where their creative work will be presented to the community of Luton and distinguished local VIPs.
The project will also promote participating artists and partner organisations through press coverage and social media, including behind-the-scenes content showing how the artwork and creative pieces are made.
Every contributor will receive an official certificate of achievement, while selected pieces will have the opportunity to receive special awards and professional art materials as prizes.
When is the project happening?
The project will officially launch on 14 September 2026, with participants creating their work between September and December.
Submissions and exhibition preparations will take place in early January 2027, before the grand showcase featuring artwork and live performances in early 2027.
Get involved
If you are part of a local creative group or are an individual artist who would like to contribute to Beyond The Frame: Stories of Luton, we would love to hear from you. We are particularly interested in finding out how many people would like to participate and what creative mediums you would like to explore.
If you would like to get involved please contact us by emailing [email protected]
For more information on who we are and what att10tive does please visit at10tive.com
Laaibah is an executive assistant whilst Amy and Olivia are Youth Ambassadors at Att10tive.