Butterflies In West Orange: ‘Imagination Alley’ Boosts Neighborhood

WEST ORANGE, NJ — What used to be a dark alleyway in downtown West Orange is now home to an art installation made up of glowing butterflies. It has also gained a new name: “Imagination Alley.”

The passageway at 40 Main Street, which connects a large parking lot to Main Street, has been decorated with a new art installation featuring colorful light-up butterflies, carefully strung from the top of the left building to the right and along the entire length of the walk. Nearby, two larger-than-life illuminated butterflies give visitors an irresistible selfie opportunity – perfect for remembering a day on the town in West Orange.

According to the Downtown West Orange Alliance (DWOA), the project was made possible by a $33,000 award from the New Jersey Department of Community Affairs 2023 Main Street New Jersey Transformation Strategy Grant.

“This project, which was 18 months in the making, was made possible through the DWOA’s relationship with Main Street NJ and by being a Main Street America program designee,” Councilwoman Michelle Casalino said.

Megan Brill, executive director at the DWOA, said Imagination Alley is expected to increase the foot traffic in the area.

“A special thanks go to Rich Stoltz of Supreme Bakery and The Reffie Family – the property owners who allowed us to affix the art to the walls of their businesses on either side of the alleyway,” Brill said.

“As a result of obtaining this grant, nine contractors were obtained to complete the transformation, resulting in over $30,000 being infused into the local economy,” Brill added.

According to the DWOA, the attraction has added some vibrancy to the area surrounding St. Mark’s Square, the gateway from one of the largest parking lots to busy Main Street and the home to several award-winning businesses.

“Alongside the improvements, a vacant building in the square is slated for redevelopment, with plans currently in progress—adding even more potential to this revitalized area,” the group stated.

An official dedication ceremony is scheduled for an upcoming Downtown Thursday event.

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