Utilizing public art as a method to re-brand an overlooked area of the city:
A 6-mile stretch of Broadway, lined with junkyards, will be widened. With limited space for applying public art, and limited resources, we propose creating five large shade canopies that spell an acronym for the neighborhood. These would be viewable from the Phoenix flight path, readable from cars on the street, and enjoyable as a series of “gateways” by local pedestrians.
By re-branding the area as "SOPHO" (South Phoenix), we hope to spur future development and change.
The fonts of the acronym are taken from car “badges”. Car hoods purchased at the local junkyards create the cladding for the canopies, attached to sculptural steel structures. Five various art experiences are created below each canopy to create a series of different environments along the route.