12B — January 2026 — Southeastern Pennsylvania — M id A tlantic Real Estate Journal
www.marej.com
S outheastern P ennsylvania Philadelphia breaks ground on ten-block transformation in Center City AveArts 2.0 launches: A $150M makeover turns Philadelphia’s South Broad into cultural destination
HILADELPHIA, PA — A bold, art-inspired transformation of Cen- ter City officially began as Av- enue of the Arts, Inc. (AAI) broke ground on AveArts 2.0, a $150 million, decade-long initiative to reimagine the Avenue of the Arts (aka South Broad Street) as a world-class cultural boulevard and green civic destination. The project will unfold block by block over ten years, re- shaping the one-mile stretch from City Hall to Washington Avenue into a pedestrian- focused public realm where P
arts, culture, climate resil- ience, and daily city life in- tersect. When complete, the Avenue of the Arts is envi- sioned as one of the world’s grand cultural boulevards— an iconic destination that elevates Philadelphia’s global profile as a major arts city. “This is Philadelphia claiming its future,” said Carl Dranoff , chair of the Avenue of the Arts, Inc., board. “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.” The launch was marked by a ceremonial groundbreaking attended by elected officials, civic leaders, and Avenue of the Arts stakeholders. Partici- pants included Philadelphia Mayor Cherelle Parker; Phila- delphia City Council President Kenyatta Johnson; Philadel- phia City Councilmember Mark Squilla; Executive Di- rector of Avenue of the Arts, Inc. Desaree Jones; Avenue of the Arts, Inc. Board Chair Carl Dranoff; Temple Uni- versity President John Fry; Pennsylvania State Senator Nikil Saval; State Representa- tive Ben Waxman; and State Representative Jordan Harris, underscoring broad public and private support for the project. The Avenue of the Arts was established 33 years ago by Mayor Ed Rendell to trans- form a declining office corridor into a vibrant performing arts district. Today, it is one of the largest performing arts districts in the U.S. by seat count, second only to Broad- way. Valued at $4.4 billion, it is home to renowned organiza- tions such as the Philadelphia Orchestra and schools like the Rock School of Dance. It features an extensive public art collection and historic and modern architecture. The area has also drawn substantial private investment, creating a lively neighborhood with new symbols of contemporary living, including renovated apartments in the iconic Bel- levue building, the 47-story Arthaus condominiums across from the Kimmel Center, and One Thousand and One apart- ments at Broad and Washing- ton. Despite all the advance- ments, the street still lacks a public space that connects these assets and makes the area an inspiring destination. AveArts 2.0 is designed to provide that missing visual and experiential connectivity. Designed by Gensler , in collaboration with OJB , a landscape and urban design practice, the plan envisions a green, pedestrian-centric bou- levard featuring landscaped medians, seating, enhanced lighting, outdoor performance spaces, rotating public art, and sculptural elements. The goal is to create an inviting public realm that encourages people to linger, gather, and engage with the arts beyond continued on page 18B
AveArts 2.0 rendering
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