"Why Design Matters," the groundbreaking collaboration between the Branch Museum of Architecture and Design and the Arthur Ashe Boulevard team, is a testament to the pivotal role of design in shaping our society. Chapter IV, Persuasion by Design, vividly illustrates the transformative power of design in driving social change and fostering inclusive community engagement. It is a compelling showcase of the profound impact of design, strategy, and persuasion through intentional collaboration, emphasizing a collective effort and vision.
Named in honor of the legendary tennis champion and humanitarian, the Arthur Ashe Boulevard project exemplifies the remarkable outcomes of collaborative work between community leaders, designers, and activists. This visionary undertaking pays homage to Ashe's enduring legacy and highlights the essential role of inclusive urban design in nurturing civic pride and historical consciousness. The deliberate renaming of the boulevard serves as a catalyst for vital dialogues on social justice and local heritage, underscoring the importance of acknowledging the past while shaping a more inclusive future.
The Branch Museum of Architecture and Design explores the impact of design in everyday life, working with individuals and communities to create a more equitable, beautiful, and productive future. Through thought-provoking exhibitions, forward-thinking programs, and intentional community partnerships, we aim to investigate the way design matters to us all as individuals, as a community, and to our built environments.