CMLC EXTENDS PLACEMAKING EFFORTS INTO RIVERS DISTRICT
Local artist selected for temporary mural program in 4th Street Underpass

(Calgary, Alberta) – Calgary Municipal Land Corporationthe master developer behind the rejuvenation of East Village is bringing new life to the walls of the 4th Street SE Underpass with a vibrant painted mural – titled 'Corridor of Connection' – that extends CMLC’s placemaking efforts from East Village into the balance of the Rivers District known as east Victoria Park.

Following a competitive Request for Proposals issued in February 2018, CMLC along with support from a volunteer selection committee, awarded local artist Michelle Hoogveld for her vibrant and creative concepts to transform the blank concrete walls of the underpass into a colourful mural to delight passersby.

“Our goal with our curated Art in the Public realm program is to provide opportunity for local and emerging artists to showcase their work through large public installations and also help to transform some of our infrastructure, like the underpass, into vibrant works of art,” says Jessa Morrison, senior manager of brand marketing. “As our work extends into the Rivers District, the 4th Street Underpass is what literally connects East Village into Victoria Park so we saw it as a great way to create a visual connection between the two communities.”

The RFP set out criteria for artist concepts to explore the themes of connectivity, community celebration, sport and gathering which connect to not only the story of East Village’s transformation but also to the emerging vision for east Victoria Park as Calgary’s Culture and Entertainment district.

Hoogveld is an accomplished local painter and muralist with formal training in visual communication and design and art education and whose past work has ranged from a series of painted exterior and interior murals, the City of Calgary Utility Box Program and exhibits in local galleries.  

“The conceptual framework of the artwork is guided by common values of connection, conveying a variety of interactions within the natural and metropolitan landscape of the area,” says Michelle Hoogveld. “The imagery bares a voice of inspired living, establishing the feeling of being united with others in a passionate and creative culture. Utilizing a colourful palette, the installation incorporates both abstract and realistic elements as a portrayal of the area in its progressive and vibrant future.”

“Michelle’s concept stood out as a wonderful portrayal of the community that will create a more engaging and memorable encounter for pedestrians, cyclists and vehicles using the underpass,” adds Jessa Morrison. “Michelle’s artwork tells a visual story of the history and imagined future for both East Village and east Victoria Park.”

The vivid graphic display of art will be hand painted on site starting today and the artist will be onsite for seven weeks for the installation. 'Corridor of Connection' will be displayed for 24-36 months as per all temporary art installations as part of the CMLC Art in the Public Realm program.

For more information about the curated program, please visit www.evexperience.com