Elevating a Vacant Retail Space Into a High-Impact Creative Platform
The Fitzgerald Activation transformed a vacant retail space at 1201 W. Mt. Royal Avenue into a temporary creative hub, providing local artists free access for exhibits, performances, and events. The initiative strengthened Midtown Baltimore’s Falls Gateway corridor by reactivating underused properties through arts and cultural programming.
Project Overview:
A short-term creative activation that transformed a vacant storefront into a vibrant cultural hub, blending design and collaboration to energize Midtown’s arts corridor.
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I led the promotional campaign and visual identity for the Fitzgerald Activation, collaborating with MCB Real Estate and Bloom Arts Strategy. Using Midtown’s brand palette, I created a bold, unified look that connected art, community, and place.
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Developed comprehensive event collateral, including signage, posters, digital graphics, and social media templates to support artist recruitment and public engagement. Managed the campaign from RFP launch through the Fall 2024 opening, ensuring cohesive visibility across all platforms.
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The project united Midtown Baltimore, Bloom Arts Strategy, and MCB Real Estate to reimagine a long-term vacant space as a catalyst for creative energy, offering a tangible example of public-private collaboration in support of the arts with minimal costs to the artists.
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The Fitzgerald Activation turned an empty storefront into a thriving cultural space that hosted exhibitions, performances, and events. Its strong visual identity amplified participation and demonstrated how short-term activations can spark long-term investment in Baltimore’s creative economy.
