Midway: Spring/Summer Seasons
The Monroe St. Midway is a dynamic 2-acre public space placemaking project situated in the heart of downtown Detroit on the proposed site of the Development at Cadillac Square, formerly known as Monroe Blocks. This project emerged from a unique opportunity to temporarily activate the space after a 3-year construction pause, transforming it into a vibrant pop-up "city within a city" dedicated to celebrating Detroit's rich contemporary culture + arts scene in an inclusive + equitable way.
The site offered a diverse range of experiences, activities, and art installations— completely rooted in and for the Detroit community— including the city’s first outdoor roller skating rink, basketball, mini golf, musical programming, food + beverage and more.
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Our vision for the Monroe St. Midway was to create a vibrant, contemporary cultural oasis that not only reinvigorated a critical downtown space but also celebrated the essence of Detroit. We adopted a strategy that prioritized local engagement and talent— in every aspect— from artists and operators to activities and amenities, each which were carefully selected to be "for Detroit, by Detroit." This strategy aimed to showcase the city's unique character while fostering community pride and a sense of ownership.
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By providing an accessible and inclusive gathering place, it became a hub of social activity and cultural expression. The Midway offered a platform for local artists, entrepreneurs, and performers, amplifying their voices and contributions.
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The success of the Monroe St. Midway was truly collaborative.
Bedrock: Project leader and primary stakeholder, helping to envision and execute the activation in every facet.
Library St. Collective: Artist consultants and directors who led engagement with each local artists for their talent and creativity to the site's vibrant murals and installations. Featured artists included Sheefy McFly, Phil Simpson, Olivia Guterson, Jessica Care Moore, David Rubello, India Solomon, Marlo Broughton, and Tony Whlgn.
Groundswell Design Group: Our design and placemaking partners enlisted to lead the activation’s site design and procurement.
RollerCade: Operators of the oldest black-owned roller rink in the United States, based in Southwest Detroit, and our partners in operating the entire roller skating experience.
Come Play Detroit: Our operations partners for each recreational space, as well as community programming
AVL + Display Group: Our experts in all things lighting, audio, and 3D installations.
Rocket Community Fund: Collaborators + corporate partners as part of the Rocket Mortgage Sports Zone space.
Phil Pirkovic: Lead marketing consultant for all things branding, PR, and partnerships.
Beyond 8: International experience agency responsible for securing artist talent + programming
