june.valliere@waylandpost.org
Residents and store proprietors previously complained that Town Center was a destination for services but not an area that draws the community together. The pet store and hardware owners said previously that they were not meeting expected sales projections due to low foot traffic.
Graffito’s first event, “Gallery Hang: Wayland Edition,” is a curated, multi-gallery temporary cultural exhibition transforming a 4,000-square-foot vacant retail space at 57 Andrew Ave., which intersects Elissa Avenue, near BTone. Six Boston-based galleries and dealers will present a selection of contemporary art, each focusing on different media.
Despite its name, Town Center is a privately owned retail center, not a public area where town services and retail are located, as in Natick or Wellesley. However, Graffito Creative Director Drew Katz said they are embracing the community concept and will not change the name.
According to Graffito SP President and Founder Jesse Baerkahn, Graffito hosted similar events at its Cambridge and Allston locations, which successfully drew increased foot traffic. Katz said that wherever there is vacant space, they want to activate it.
“It helps the retailers nearby, gallery owners, who may not have a permanent space, showcase the vacant location, and create new opportunities for the community to engage in contemporary art,” he said.
Katz, an artist and former gallery owner, said he selected galleries he has worked with before. He was familiar with their ability to curate artwork, and they each focus on different media.
Praise Shadows focuses on mixed media, Steven Zevitas Gallery represents mid-career artists throughout the U.S., Robert Klein Gallery focuses on photography, Laisun Keane’s sculpture, Cara Art Editions limited edition prints, and Jameson & Thompson Framers host exhibits that feature an extensive array of subject matters and themes communicated in various media and disciplines. Baerkhan said their exhibit will complement ART Wayland’s exhibits.
The gallery owners will announce the artists they will be featuring in the next two weeks. A list will be posted on Town Center’s new website. All the artwork will be for sale.
Graffito is hosting several different events for residents to return multiple times. An opening reception is scheduled for June 6 at 5 p.m. The launch party will feature Humble Taco Truck and mocktails. There will also be artist talks, panel discussions with artists and gallery owners, and informal gatherings. Baerkhan said that, with various galleries participating, it will provide a museum-type setting with three-dimensional furniture that will attract adults and children.
“Art is uniquely effective in temporary spaces because it creates immediate impact while giving people a reason to gather, return, and spend time,” Katz said.
Both Baerkhan and Katz outlined additional plans to draw traffic to Town Center. Katz said they are focusing on rebranding and giving the Center a new look. They created a new website, new banners, and a beautification program by painting the exterior. They are replacing the pastel colors with crisp modern colors with clean lines, Katz said.
Since they have only owned Town Center for five months, they are still in the planning stages, Baerkhan said. Their goal, he said, is to improve the public experience by making the land more usable to local groups. Some of the plans they are considering are a dog park, a skating rink, and finding a popular coffee shop tenant. A joint celebration with Russell’s Garden Center to commemorate its 100th anniversary and additional space beautification projects are also under consideration, he said, emphasizing that “all this stuff takes time.”
Town Center is owned by three groups: Northpond Partners, Graffito SP, and Bos Retail LLC. Graffito, which focuses on leasing and operations, has locations throughout the greater Boston area and other U.S. cities. The company focuses on leasing retail space on behalf of landlords at various scales, from grocery stores, music venues, and restaurants to coffee bars, podcast studios, and barber shops. It was instrumental in developing 25,000 square feet of vacant retail space at the base of Kendall Square’s first non-academic residential tower in Cambridge, the Watermark, revitalizing the area.
