Philadelphia is getting a new green and cultural streetscape as Avenue of the Arts, Inc. launches AveArts 2.0. The project aims to transform the one-mile stretch of South Broad Street from City Hall to Washington Avenue into a signature cultural boulevard.
Philadelphia Begins Major Revamp of Avenue of the Arts
Philadelphia’s downtown area has begun a major, art-inspired redesign of the Avenue of the Arts. As per PRNewswire, on January 14, Avenue of the Arts, Inc. (AAI) conducted a groundbreaking ceremony for the $150 million cultural boulevard and green space project AveArts 2.0.
The initiative is expected to transform Avenue of the Arts, also known as South Broad Street, block by block over the next ten years. The plan reimagines the one-mile corridor from City Hall to Washington Avenue as an expanded public space. The redesigned corridor will be pedestrian-friendly, climate-resilient, and centered on arts, culture, and everyday city life.
Project leaders say the Avenue of the Arts could emerge as a global cultural corridor that levels up Philadelphia’s position as a major arts city.
Groundbreaking Ceremony
The AveArts 2.0 groundbreaking drew elected officials, civic leaders, and stakeholders. The attendees included private and public figures, such as Philadelphia Mayor Cherelle Parker; Philadelphia City Councilmember Mark Squilla; Philadelphia City Council President Kenyatta Johnson; and Executive Director of Avenue of the Arts, Inc. Desaree Jones.
Other attendees were Temple University President John Fry; Avenue of the Arts, Inc. Board Chair Carl Dranoff; State Representative Ben Waxman; State Representative Jordan Harris; and Pennsylvania State Senator Nikil Saval.
Project Details and Timeline
AveArts 2.0 is designed by global architecture and planning firm Gensler. A landscape and urban design practice, OJB, is collaborating on the plan featuring landscape medians, improved lighting, seating, rotating public art, outdoor performance spaces, and sculptural elements.
Project stakeholders aim to create a welcoming public space that encourages people to gather and engage with the arts.
Work is underway on the block spanning Spruce to Pine Streets, adjacent to the Kimmel Center. Construction will roll out in two phases, with the first one including a raised, landscape median with native planting and trees. A rainwater storage system and lighting will also be constructed.
The first stage of construction of the first block will start on January 30, 2026. AveArts 2.0 developers are hoping to conclude it by the next six months. Project timelines suggest the first block could be completed ahead of several major Philadelphia events, including the 250th anniversary of American independence, the MLB All-Star Game, and the FIFA World Cup.
LF Driscoll is responsible for the construction of the first block of AveArts 2.0. Aegis is managing project execution on behalf of Avenue of the Arts, Inc.
Sidewalk construction is expected to begin next year and is expected to wrap up by 2028. The redesign will expand the public realm into the drop-off lane with curved planting beds, public artwork, wayfinding signage, seating areas, and banners designed by local artists.
A new artist banner program that includes work by Philadelphia-based artists selected through an open call will debut with the completed median. It will highlight the city’s artistic soul and spirit of freedom.
Once completed, the Avenue is expected to function as an integrated cultural boulevard that upgrades its appeal as one of Philadelphia’s most scenic spots that embodies arts, civic life, and innovation.
Around $15 million is expected to be spent on the construction, supported by a $1 million maintenance fund. The City of Philadelphia and the Commonwealth of Pennsylvania are among the project’s funders. Several Avenue of the Arts, Inc. board members are private donors in the project.
A Collaborative Effort
Carl Dranoff, chair of the Avenue of the Arts, Inc., board, said that the revamp project will allow Philadelphia to claim its future. “Cities that lead the world invest boldly in culture, public space, and greening. With AveArts 2.0, the Avenue of the Arts will become one of those rare, magical streets the world talks about,” Dranoff stated.
“By prioritizing people, this transformation turns infrastructure into experience,” said Oliver Schaper, principal at Gensler and lead designer for the project. “It’s a model for how cultural corridors can support climate resilience, economic vitality, and everyday life in a 21st-century city.”
Desaree Jones, executive director of Avenue of the Arts, Inc. said “This project is about optimism and confidence in Philadelphia’s future.”
“AveArts 2.0 shows what’s possible when a city believes in its creative power and invests in shared public spaces. We’re building a center stage for civic life,” Jones added.
Background of the Avenue of the Arts
The Avenue of the Arts was established roughly 33 years ago under Mayor Ed Rendell. It was established to redesign a declining office corridor into an active cultural district. As of now, it is recognized among the largest performing arts districts in the country by seat count (second only to Broadway).
The $4.4 billion valued corridor hosts organizations like the Philadelphia Orchestra and schools like the Rock School of Dance. Highlights include an extensive public art collection and historic and modern architecture.
A substantial portion of private investment has resulted in contemporary living featuring revamped apartments in the historic Bellevue building (includes 47-story Arthaus condominiums across from the Kimmel Center). One Thousand and One apartments at Broad and Washington are other examples.
Econsult Solutions conducted an independent economic impact analysis of the Avenue of the Arts. The results showed that investment along the corridor has already yielded over $1 billion in economic activity. Plus, the analysis stated that AveArts 2.0 will offer considerable additional returns through job creation, sustainable economic growth, and increased tax revenue.
Every $1 invested by AAI generates an estimated $226 in economic output. The latest project’s focus on urban greening is projected to enhance air quality, manage stormwater, curb urban heat, and improve pedestrian safety and public health.
As a nonprofit organization, AAI works to enhance and promote the Avenue of the Arts district. Since its inception in 1993, the nonprofit has been instrumental in reshaping the corridor into one of the country’s prominent cultural centers that hosts theaters, arts institutions, concert halls, restaurants, public art, and residences.
AveArts 2.0 sets the stage to transform South Broad Street into a vibrant public space that highlights Philadelphia’s artistic spirit and fosters its role as a center for civic life.
