Rowen

The Genesis

When the 2024 DataxDesign Competition called for proposals that visualized environmental data through art, TALISMAN discovered the collision between three research threads: NYC's open data revealing thousands of city-owned sites perfect for gardens, the word "rowen" meaning a second growth crop, and a 2009 New York Times question—"Should the Big Apple's official apple be green?"—that had gone unanswered for fifteen years.

The Challenge

There are thousands of unused spaces in New York City suitable for urban agriculture. These spaces lie forgotten, buried in municipal data spreadsheets while communities go without fresh food, children develop asthma from polluted air, and neighborhoods flood because concrete can't breathe.

Numbers provide facts, but they do not always change minds. Stories change minds. We needed to build a myth on a mission.

The Vision: Art as Infrastructure

Rowen is a giant botanical puppet constructed entirely from seeds, plants, and sustainable materials, embarking on a year-long mission across NYC's five boroughs to physically and digitally landmark every vacant lot suitable for urban agriculture.

At journey's end, Rowen doesn't just disappear. The puppet’s outer form is ceremonially planted, decomposing into soil to become a living community garden. Art becomes infrastructure. Performance becomes place.

The Development

Currently in pre-production, Rowen is accelerating rapidly from concept to reality. Shortlisted for the 2024 DataxDesign Competition, the project now attracts interest from potential partners and collaborators who recognize its potential to bridge disciplines—theater, environmental science, urban planning, community organizing. We are planting seeds for urban environments that will flourish long after the puppet's final performance.

Partnerships + Collaboration

Corporate partnerships and “Rowen x BRAND” SKUs provide mission-driven visibility through sustainability-focused collaborations. Revenue generation occurs through direct relationships—co-branded merchandise sales and sponsored events—proving that meaningful audience engagement creates sustainable income streams. Tiered free and ticketed activations balance accessibility with revenue needs, with sliding scale pricing ensuring community participation regardless of economic barriers.

Educational partnerships with NYC public schools create sustained engagement in which students become community ambassadors, extending Rowen's reach through family networks and peer connections. Curriculum development with Earth Regeneration Alliance ensures pedagogical rigor while maintaining community relevance.

Results + Expansion

TALISMAN is advancing Rowen from concept to prototype. The project launches its NYC pilot with licensing opportunities for touring and scaling. Each city adaptation will honor local environmental challenges and cultural contexts through a custom-designed Rowen using native plants and seeds.

Rowen’s journey is just beginning. To learn more, visit findrowen.org.