The Main Idea Mission

Artists reset Main Street in Jeddah, Saudi Arabia.
PHYSICAL: Design and build innovative spaces utilizing existing structures as well as locally sourced materials and labor. Reinvent the spatial aesthetics and function of the downtown core for 21st century use (from buildings, to blocks, to entire downtowns).
SOCIAL: Develop and implement community-specific programs that directly strengthen community life by engaging local people in all aspects of the process from conception to function - with a key focus on sustainability.
ECONOMIC: Invest in local people and creative businesses through direct funding and training; increase the regenerative capacity of businesses, properties, communities, people and the earth.
RESEARCH: Operate as a first-of-its-kind think-tank and research center for artist-led projects in small-town main streets and the communities around them. Highlight and archive best practice through resources, conferences and networking.