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The Brain Project’s 100 brain sculptures assemble at Yorkdale Shopping Centre

Yorkdale, Yorkdale mall, Yorkdale shopping centre, Erica Godfrey, Sweet Memories

A fundraising edible art installation titled Sweet Memories was set up next to the brain sculptures at Yorkdale Shopping Centre until Oct. 30.

Toronto, ON – Following its city-wide exhibit this summer, The Brain Project presented by TELUS, has taken up residence at Yorkdale Shopping Centre’s recently expanded east wing. All 100 brain sculptures, including works by singer Michael Bublé, the Toronto Blue Jays and the Brain Project’s People’s Choice-winning artist George Pimentel are now on display at the mall.

“This project has been one of the most ambitious city-wide art installations to launch in Toronto, and it’s wonderful to now see the culmination of everyone’s work in one place,” says Garry Foster, president and CEO of the Baycrest Foundation. “By 2031, 1.4 million Canadians are expected to be living with Alzheimer’s disease and other dementias. To shift the tides on these rising challenges, people of all ages need to talk openly and think about brain health.”

The brain gallery at Yorkdale also features two new Brain Project sculptures. New York-based artist Jay Godfrey created a sculpture titled Come Slither, featuring a mesmerizing snake skin design; and artist Bobbie Burgers created a brain inspired by lucid dreaming and dream incubation called Lucid Dreaming

Made up of a thoughtful group of philanthropists, artists, businesses and art galleries, this fundraising campaign and art project is designed to get everyone thinking about brain health. The full curated collection of brain sculptures was on display across Toronto from June to August and continues to raise funds for Baycrest Health Sciences, a world leader in brain health and aging.

Anyone interested in owning an original Brain Project sculpture created by an artist, athlete, musician or other celebrity, can now bid on their favourite work of art on Paddle 8’s website at www.paddle8.com/auction/baycrestfoundation. The auction closes on October 31 at 5 p.m. ET.   

As a final opportunity to support this year’s Brain Project, an edible art installation titled Sweet Memories has been set up next to the brain sculptures at Yorkdale. With a $10 minimum donation, guests received a Brain Project cookie and a special card to record a favourite memory, which was added to a Brain Project mosaic of memories on display until the end of October.   

“One of the best parts of The Brain Project is that it sparks conversations about brain health in the places Torontonians and tourists visit every day,” says Claire Santamaria, general manager of Yorkdale Shopping Centre. “By debuting the entire collection of sculptures at Yorkdale’s expanded wing, we are encouraging our guests and shoppers to have discussions about health issues that impact everyone.” 

For a complete list of Brain Project artists, visit www.brainproject.ca. #NoBlankBrains.

About The Brain Project:
The Brain Project presented by TELUS serves as a vehicle for fundraising in support of care and research into aging and brain health at Baycrest Health Sciences. Brain sculptures designed by world-renowned and emerging members of the arts community – spanning fashion, culture, music and visual arts – and sponsored by philanthropists and corporations are on public display in Toronto in 2016. The Brain Project is proud to work with a number of community partners including: Sandra Ainsley Gallery, MOCA, The Gardiner Museum and OCAD University. To learn more about The Brain Project, please visit: http://www.brainproject.ca/

About Yorkdale Shopping Centre
With more than 250 shops and services Yorkdale Shopping Centre is Canada’s premier shopping destination. The opening of a $331 million expansion will add nearly 300,000 square feet of retail space and bring its total size to 2 million square feet. This expansion makes it possible to bring an even wider selection of the world’s best fashion, technology and luxury brands to the Greater Toronto Area. Offering parcel valet, valet parking and seating reservations at the Dine on 3 food collection, everything about Yorkdale is designed to enhance shoppers’ experiences. Yorkdale is co-owned by Oxford Properties and Alberta Investment Management Corporation (AIMCo) and managed by Oxford Properties Group. Yorkdale is located at 3401 Dufferin Street, off Allen Road, near the 401. For more information, download the Yorkdale app, visit www.yorkdale.com, or follow @YorkdaleStyle on Twitter, Facebook or Pinterest.

For media inquiries:
Jonathan MacIndoe
Baycrest Health Sciences
416-785-2500 ext. 6579