When the Dana-Farber Cancer Institute sought a space to host 60 artists for this summer’s CowParade fundraiser, experiential agency VDA stepped up to the challenge. The CowParade event features 75 life-size cow sculptures, designed by local artists, which are being displayed at landmarks throughout the Boston area from June 24 to Sept. 4. This unique fundraising initiative aims to raise funds for the Jimmy Fund, supporting cancer research and care at the Dana-Farber Cancer Institute. With a focus on diversity and inclusivity, the event team carefully selected artists of various backgrounds, ages, and artistic styles. VDA, with its spacious warehouse and personal connection to the cause, became the perfect partner to host the artists and bring their creations to life.
Creating a Collaborative Community
Coordinating a public event of this magnitude requires careful planning and coordination. The team at VDA, an experiential marketing and event design agency, opened up their 70,000-square-foot warehouse space to accommodate the artists. With fabrication and production shops on-site, VDA transformed the warehouse into a creative hub where artists could work on their cow sculptures. The spacious layout allowed for the setup of dedicated bays, where 14 artists at a time could create their masterpieces using a variety of materials such as acrylic and aerosol paint, mosaic tiles, metal, and recycled materials. This communal workspace fostered a sense of community and collaboration, allowing artists to forge friendships and exchange creative ideas during their time together.
A Personal Connection and Meaningful Partnership
The decision to collaborate with VDA was not only driven by their available space but also by founder David G. Breen’s personal connection to the cause. Breen revealed that his wife is a breast cancer survivor, emphasising his deep affinity for the Dana-Farber Cancer Institute. For Breen, partnering with the nonprofit made sense not only for the name recognition it would bring to his company but also to cultivate a philanthropic culture among his employees. This personal connection between VDA and the cause created a strong bond, amplifying their shared commitment to making a difference through the power of art.
The Launch Party: Transforming Spaces and Inspiring Hearts
VDA’s office served as the location for CowParade’s official launch party, held in the parking lot just outside the warehouse. The challenge was to create an intimate and transformed space within the vast parking lot, showcasing all 75 cows together for the first and only time during the event. VDA employed 26-foot inflatable domes to segment the space and ensure a smooth flow for attendees. Within the party area, the team constructed tents featuring various lounge areas, food and beverage stations, and a small stage. The city skyline elements incorporated into the design paid homage to Boston and its rich cultural heritage.
Mini Moos and Heartfelt Messages
Adding to the charm of the launch event, there was a display of “mini moos,” smaller cow sculptures about the size of a Labrador retriever. One particular mini moo, covered in hearts, invited each artist to paint a message within one of the hearts. The event organisers made sure to involve young patients from the Jimmy Fund clinic, allowing them to express their creativity through “syringe painting,” a technique where paint is squirted onto canvases using syringes. The inclusion of students in the creation of mini moos further exemplified the sense of community and mentorship that CowParade fostered.
Promoting Inclusivity and Outreach
The placement of the cow sculptures throughout the city was carefully orchestrated to reach diverse populations and underserved communities. The organisers, in collaboration with the Mass Cultural Council and Dana-Farber, worked diligently to ensure that the cows were not only installed in popular tourist locations but also in areas heavily populated by diverse communities. This strategic approach aimed to foster a sense of inclusivity and make everyone feel included in the CowParade experience. By extending the reach of the event to underserved neighbourhoods, CowParade Boston became a platform for art to transcend barriers and bring joy to people from all walks of life.
The Artistic Showcase: The heart of CowParade Boston lies in the creativity and talent of the 60 artists selected to design the 75 cow sculptures. These artists, carefully chosen by Maryann Zschau, associate director of event fundraising for the Dana-Farber Cancer Institute and Jimmy Fund, represent a diverse range of backgrounds, ages, races, and artistic styles. From emerging artists to seasoned professionals, each participant brought their unique perspective and artistic flair to their cow’s design.
The artists embraced a multitude of mediums and techniques to transform the blank canvas of a cow into captivating works of art. Some utilised traditional methods such as acrylic and aerosol paint, creating vibrant and expressive pieces that captivated the eye. Others explored unconventional materials, incorporating mosaic tiles, metal, and recycled objects into their designs, infusing the cows with a sense of innovation and sustainability.
The sculptures themselves became a reflection of the artists’ individual stories, passions, and experiences. Each cow became a visual narrative, with every stroke of paint and every added detail telling a tale of resilience, hope, and triumph. The diversity of styles and themes showcased the breadth of artistic expression within the Boston community, making CowParade a true celebration of creativity and individuality.
Beyond the artistic showcase, CowParade Boston also provided a platform for budding artists, including students mentored by the main artists involved in the project. This collaboration allowed young talents to gain hands-on experience and learn from established artists, further nurturing their artistic growth. By involving students in the creation of mini moos, CowParade inspired the next generation of artists and instilled in them the power of art as a tool for healing, self-expression, and community engagement.
The Impact of Art
CowParade Boston serves as a reminder of the transformative power of art in bringing people together and supporting meaningful causes. By partnering with the Dana-Farber Cancer Institute and the Jimmy Fund, CowParade not only raises crucial funds for cancer research and care but also creates a shared experience that uplifts spirits, spreads joy, and ignites conversations about the importance of supporting charitable endeavours.
Through the cows’ whimsical and imaginative designs, CowParade Boston has captured the hearts of residents and visitors alike, eliciting smiles and sparking curiosity. The event has succeeded in bridging the gap between the art world and the broader community, demonstrating that art can transcend boundaries and foster connections that go beyond the canvas.
Conclusion
CowParade Boston stands as a message to the impact of art to inspire, heal, and make a difference. From the dedicated artists who poured their creativity into designing the sculptures to the supportive community that embraced this unique art event, CowParade has brought joy, raised awareness, and contributed to a noble cause. By celebrating diversity, inclusivity, and artistic expression, CowParade Boston has left an indelible mark on the city’s cultural landscape, reminding us all of the profound impact that art can have in transforming lives and communities.
Feature Image: The VDA team transformed its parking lot for CowParade New England’s official launch event on June 15. Courtesy: VDA
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