SAN FRANCISCO - The Lincoln Motor Company, the luxury automobile brand, announces the third installment of The Lincoln Reimagine Project™ in conjunction with Architectural Digest and world-renowned non-profit firm Architecture for Humanity.
For this project, the Burrows Street pocket park will be created in the Portola neighborhood of San Francisco, transformed into an enriching and valuable city destination. The story will be told through content created by the Architectural Digest Marketing Department.
The Lincoln Reimagine Project aims to collaborate with and support visionary leaders on innovative ideas and projects within Lincoln’s passion points of the arts, design and thought leadership. San Francisco started a worldwide trend in 2010 with its “pavement to parks” initiative, leading Lincoln to select the city for its next.
Led by visionary architect Cameron Sinclair’s Architecture for Humanity and in collaboration with Lincoln’s design team and Architectural Digest, the Burrows Street Park will be reimagined from an underutilized space to a thriving hub of community-centric events and programming.
Inspired by the holistic approach to Lincoln car design, the park will be imaginative, yet purposeful. Through Lincoln’s funding, the park will receive significant upgrades, including, lighting, street furniture, a living wall, an informational kiosk and a mural wall designed by local artists.
“The Lincoln brand was built by one man’s vision. We are reclaiming that forward-thinking and imaginative spirit through The Lincoln Reimagine Project to foster innovation and design throughout our community,” said Andrew Frick, group marketing manager, Lincoln. “The Burrows Street Park project will be a valued, inspiring resource for the Portola community, an example of the difference these projects can make to local beneficiaries.”
The “reimagined” park will serve as a working blueprint of a comprehensive, community-led effort for revitalization, and will set a precedent for and drive interest in future public space improvement projects throughout the city.
“Transforming unused public spaces around the world into functional, valuable resources greatly benefits local communities and fosters continuous innovative design,” said Cameron Sinclair, co-founder and executive director, Architecture for Humanity. “We’re proud to be joining forces with Lincoln and Architectural Digest on this exciting project that will offer a lasting and significant legacy and contribution to the people of San Francisco.”
“Architectural Digest is proud to be a media partner selected for this initiative. This project is case in point that innovative design offers improved functionality and overall community benefits,” said Giulio Capua, VP and publisher, Architectural Digest. “Our integrated team is excited to join forces with Lincoln on a project at the forefront of trends affecting the design community.”
The Lincoln Reimagine Project is part of Lincoln’s “Hello, Again” campaign, which is based on the premise that a classic icon can be re-imagined into something remarkable, fresh and relevant. The “Hello, Again” platform is helping to reintroduce the brand with all-new vehicles such as the Lincoln MKZ compact premium sedan.
By funding fresh and relevant concepts in the areas of art, design, and thought leadership, Lincoln aims to inspire innovators, visionary leaders and brilliant artists to realize their exceptional endeavors to enable change.
To learn more about The Lincoln Reimagine Project and Burrows Street Pocket Park, visit hello-again.com and join the social conversation with #HelloAgain.