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Fruit Belt Project

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On May 13, 2015 at the corner of Jay and Grape Streets watch as a neighborhood takes pride…


Check out a video on the start of this amazing project:

The Fruit Belt Project is a beautification movement driven to transform the extreme neglect in the JOSANA neighborhood; in the Northwest quadrant of Rochester through: resident engaged art, creative place making, urban design, and economic stimulus. The project is collaboration between Greentopia and DUNWOODE Consulting to create a series of large-scale vibrantly colored community driven public artworks, as a strategy to provide socially engaged art to transform a neighborhood that has been overtaken by blight and disinvestment.

Buildings that will be painted on May 13 will be: Stop One Meat Market located at 352 Jay Street and College Club Beverages at 63 Grape Street. A vegetable garden will also be planted that day to provide jobs and local produce to the neighborhood businesses. Young people hired within the neighborhood will complete the buildings and maintain the garden throughout the summer. Mr. Dunwoody is seeking volunteers of all ages to help with the Fruit Belt Project. Assistance with painting, gardening, greeting/logistics and cleanup is welcome. Painting times are: May 13, 2015, from 9 AM – Noon, 12:30 – 3:30 PM, and 4:30 – 7:30 PM.

To sign up as a volunteer, or for additional information and media inquiries, please contact Shawn Dunwoody at 585-369-8302.

Project Goals

  • To give the neighborhood a unified identity
  • To inspire hope and optimism throughout the community
  • To create jobs for local residents
  • To bring beauty to historic neighborhood
  • To generate positive attention for the neighborhood often highlighted for negative reasons
  • To improve local business viability
  • To inspire long term investment and additional resources for the community

The Fruit Belt Project will paint key corridors in the areas store fronts, residencies, businesses, and abandoned properties.

Painting of the neighborhood structures with bold patterns and stripes of color will be a visual intervention and departing view from the currently named area of “ghost town”.Visually, the murals will bring coherence and a colorful design to the Jay and Grape Street section of JOSANA and together create an exceptional work of contemporary art that will be a destination in and of itself.

The fruit named streets are the bases for the fruit inspired color palette of the Fruit Belt project, unifying the dilapidated passages and symbolically “banding together urban design and community spirit into a unified neighborhood experience and new identity: The Fruit Belt. This project model shows and affective and efficient way to catalyze change, build social capital, and create hope with an artistic product that is more than aesthetic.

The Fruit Belt project, within its newly forged connections, creates a unique motivation for social change that will combat the seemingly overwhelming “other” factors in the community.

Greentopia and DUNWOODE Consulting believe the effect will be as ambitious, bright, and colorful as the murals and neighbors themselves.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_images_carousel images=”3221″ img_size=”full” title=”Sponsors”][/vc_column][/vc_row]

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