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New RMFA Pop-up in Downtown

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The Rochester Museum of Fine Arts is proud to present Recovering the Classics, a pop-up art and design installation that highlights some of the greatest works in literary history. The posters will be displayed in the former Hoffman Furniture building, one of the longest vacancies in downtown Rochester.

Recovering the Classics is a crowdsourced collection of original covers for great works in the public domain. Sadly, many of the greatest classics in the public domain are left with poorly designed or auto-generated covers that fail to capture what makes these books exciting and inspiring to us. So the Creative Action Network invited illustrators, typographers, and designers of all stripes to create new covers for 100 of the greatest works in literary history.

In 2013, the museum curated the first edition of Recovering The Classics in another downtown space that is now occupied. This pop-up show will feature the second edition of all-new book covers. All designs are available for sale as prints, apparel, and other products to support the artists, and Digital Public Library of America (DPLA). Visit https://creativeaction.network/collections/recovering-the-classics for more information.

“We are so thrilled to be partnering with the Rochester Museum of Fine Arts to bring Recovering the Classics to life. For better or worse, people often do judge books by their covers. That’s why we felt it was so important to create new, original, quality covers for some of the greatest works in the public domain – to celebrate them the way they deserve to be celebrated. As a cultural center of the community, we couldn’t imagine a better organization to celebrate the classics!” – Max Slavkin, CEO, Creative Action Network.

The museum is planning to completely “wallpaper” the inside windows of the former Hoffman Furniture building. The windows will be covered from top to bottom with more than 100 original posters for the month of September. The purpose of the exhibit is to highlight art and literacy, and to encourage downtown revitalization and economic development.

“The City of Rochester, Economic Development Department is so pleased to partner with the Rochester Museum of Fine Arts, on the Recovering the Classics public art display.  This is an opportunity to draw attention to Rochester’s downtown spaces, helping to turn the page on vacancies. It’s also a chance to increase foot traffic to the stalwart businesses and restaurants that are doing a spectacular job anchoring the downtown, while introducing new audiences to newly reimagined covers of classic literature that is still relevant today. What a wonderful chapter for Rochester!” – Jennifer Murphy Aubin, Public Art Project Liaison, Office of Economic Development, Rochester, NH.

This project is supported by the Creative Action Network and Department of Economic Development (City of Rochester, NH). Learn more at www.creativeaction.network. The Rochester Museum of Fine Arts is sponsored by City of Rochester NH, Rochester Main Street, Bernier Insurance, Waterstone Properties Group, and Greater Rochester Chamber of Commerce. Visit www.rochestermfa.org/popup for more information.

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