The Mount Pleasant Community Art Screen at Kingsway and Broadway marks both the entryway and terminus of Kingsway. Few of the original structures along this stretch of thoroughfare remain, but those that have survived are reminiscent of a time when the road was the only route into and out of the city. In the latter half of the 20th century, Kingsway became lined with diners, motels, gas stations, service garages, and drive-throughs. Their larger-than-life commercial road signs protruded above street level, specifically designed to lure the passing motorist to stop and patronize the establishments.
With recent rapid development, Kingsway has been transformed from a vernacular thoroughfare to a multiple destination attraction for residents. Towering new buildings now dwarf the few remaining road signs of Kingsway’s past, taking away any attention they once had. This video piece is a moving image collage documenting the few signs that remain (or have since been demolished) along Kingsway from 7th Avenue to Boundary Road. The Mount Pleasant Community Art Screen at 4 x 7 metres is comparable in size to these original road signs, and like their function, this video piece also competes with its visual surroundings to capture the attention of today’s traveller.
Jeffery Chong is a media artist and film conservator living on the occupied territories of the Musqueam, Squamish, and Tsleil-Waututh peoples. As a film conservator, he has worked at the city archives and is currently at the Nikkei National Museum. Jeffery’s media art focuses on local and family history. His films have screened at festivals across North America. He holds a BFA from Concordia University.