Pinsky Projections is a property development company set up by Michael Pinsky, artist in residence in the Urban Planning Department at Chelmsford Borough Council. The proposals are intentionally radical whilst being pertinent to urban issues. They are intended to stimulate a response from the community. The proposals, which mimic architects’ visualisations, are sited in prominent public places. They have the official credentials of a development proposal including a council address for comments. These proposals challenge expectations for development in the area; what is possible, the scale of change and what values new development represents. The hope is that all stakeholders will become more ambitious and risk-taking in their approach to developing the West End.