Urban Wilderness is a community interest company based in Longton, Stoke-on-Trent, with a mission to bring joy, connection and creativity to the people and places it works with.

Through a combination of large-scale cultural events, environmental interventions and ongoing community engagement, the organisation is actively transforming Longton’s high street into a more vibrant, inclusive and sustainable place.

At the centre of its impact is the delivery of Longton Carnival and the Pig Walk Parade, now established as flagship events within the town. These large-scale, community-led celebrations attract tens of thousands of visitors to Longton each year, significantly increasing footfall and bringing energy, visibility and positive attention back to the high street.

The Pig Walk Parade is rooted in Longton’s unique heritage, inspired by the story of former Mayor John Aynsley, who famously won a bet by walking a pig from Trentham to Longton. As a result, land was gifted for Queen’s Park, creating a lasting legacy for the town. Urban Wilderness CIC, which was established in 2018, has reimagined this story as a contemporary cultural event, celebrating local identity while engaging new audiences.

By connecting heritage with modern placemaking, these events do more than entertain, they strengthen community pride and belonging while drawing significant audiences into the town centre. This increased footfall supports local businesses, boosts dwell time, and helps reposition Longton as a destination.

Urban Wilderness CIC’s work extends beyond events. Its programme of artist-led commissions and interventions, including projects such as Wastelands and The Happenings, explores green space, land use and climate adaptation. These initiatives transform underused and overlooked spaces into engaging, accessible environments, contributing to a cleaner, greener, and more welcoming high street.

A key element of this approach is The Moony Club, a creative community hub based within a repurposed retail unit in Longton Exchange. This space hosts a regular programme of free, accessible activity including workshops, artist talks, film screenings and wellbeing sessions. Initiatives such as Feminist Film Club, Photo Club, Art Club for young people and Teen Squad provide opportunities for skills development, creative expression and social connection.

Work with children and young people is a particularly important part of Urban Wilderness CIC’s impact. Through regular creative sessions, workshops and youth focused programmes, young people are given access to opportunities that build confidence, develop skills and encourage self-expression.

These initiatives provide safe, inclusive spaces where young people can engage positively with their environment, supporting both wellbeing and future pathways into creative industries.

Urban Wilderness has taken on a lease of a prominent heritage building, The Bank, at the gateway to Longton town centre within the Conservation Area. Previously vacant, vandalised and at risk, the building is being transformed into a permanent Creative Community Hub for Longton and the wider south of Stoke-on-Trent. The project will restore the historic banking hall, improve accessibility through step free access, lift installation, inclusive facilities, and create space for artist studios, community meeting rooms and cultural programming.

This will provide a long-term home for creative activity, expand opportunities for local people and young people and further increase footfall by establishing a permanent, year-round destination within the high street.

The long-term ambition is to bring the building into community ownership, securing a sustainable future for culture in Longton. This consistent, year-round programme ensures that Urban Wilderness CIC’s impact  is not limited to one-off events but embedded within the everyday life of the high street.

Urban Wilderness CIC has entered the Business in the Community category of University of Staffordshire Business Awards.