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Bespoke Discusses the Art of Naming Public Spaces

photo credit: Marc Losier

photo credit: Marc Losier

For generations, the Gardiner Expressway has been a physical and mental barrier between Toronto and its waterfront. What does it mean to reclaim the space under such a highly contested piece of infrastructure and give it a fresh start? Since last fall, Bespoke Collective has been working on the communications and naming campaign for Project: Under Gardiner, (which is its placeholder name). Given that this new public space will soon belong to the people of Toronto, we believed that the name needed to come through a citywide collaboration. The naming campaign became an invitation to tell a new story about the Gardiner—one filled with hope and possibility. 

To find out more about the naming of Project: Under Gardiner check out our blog post at On The Waterfront  http://www.newblueedge.ca/nbe/portal/wt/home/blog-home/posts/under-gardiner-naming-process