Zone 3 Western Ave

Public realm / Cultural Programming

Client

Harvard University, The Harvard University Allston Initiative, Graffito

Location

Western Ave Corridor,
Lower Allston, MA

Square Ft.

Over a 1 mile corridor of Western Ave

Services

Concept Creation
Art Curation
Artist Management
User Feedback Collection & Synthesis Community Engagement
Event Production & Execution
Digital Placemaking Services

Summary

Since 2015, we have been working on Western Ave with Graffito and Harvard to further activate the corridor with art programs and tactical interventions. This was eventually formalized as the Zone 3 initiative to further activate and energize Western Ave with public art, community, and creative programming and events. The hub of Zone 3 activity comprises the cluster of buildings at 267 Western Ave in Allston. Living a former life as a dry cleaning facility and auto body garage, these buildings were transformed through Harvard-led efforts, and since then, have been used as a flexible space to engage with a range of dynamic partners and local artists for a diverse array of creative programs, art galleries, and retail experiences. Over time, the excitement of Zone 3 has transformed outside of the walls, as mural and public art initiatives are now seen throughout Western Ave with the work of local artists.

The Challenge

Create a robust programmatic, public art, and messaging strategy that highlights the existing community and creates a space for Harvard affiliates and Allston residents alike to gather, create, and connect.

The Outcome

A hybrid of a digital and physical placemaking initiative known as Zone 3. Featuring a custom designed visual identity, website creation and social media presence, and development of an ambitious public art plan highlighting the creativity community in Allston and Brighton, Zone 3 has thrived in a way that meaningfully connects with Allston’s passion towards art and creative opportunities in the neighborhood.