Artist Willie Cole will lead a live public installation this Friday, April 24, at the Flatiron Public Plaza in Manhattan. Located at Broadway and 23rd Street, the project aims to transform 2,500 donated single-use plastic bottles into a large-scale sculpture.
Created in partnership with Rothy’s, the event invites Novel Yorkers to participate directly in the creative process. Residents who bring their own plastic bottles to add to the sculpture will receive a reusable bottle in exchange.
The Scale of Plastic Waste
The installation serves as a stark commentary on national consumption habits. Americans discard approximately 60 million plastic bottles every day, which averages to about 700 bottles per second.
As of this volume, the 2,500 bottles used in the sculpture represent less than four seconds of national waste. This contrast highlights how a project that takes an entire day to build is mirrored by materials that are discarded almost instantly in real life.
From Gallery to Street
Willie Cole is an established artist whose works are part of the permanent collections at the Metropolitan Museum of Art, the Museum of Modern Art, and the Whitney. He is recognized for using everyday objects—including shoes, irons, and bottles—to challenge viewers to reconsider why certain items are discarded.
By moving his perform from the gallery into a public plaza, Cole relies on the community to supply his materials in real time. The final piece is expected to reflect both the artist’s specific vision and the collective footprint of the participants.
Corporate Sustainability and Participation
The project aligns with the business model of Rothy’s, a brand that has repurposed more than 225 million plastic bottles into its products. For the company, recycled materials are a core component of production rather than an afterthought.
To further promote the goal of reducing new plastic purchases, a hydration station will be available on-site to refill bottles throughout the day. The installation is free to attend and will run from 9 am to 5 pm.
Potential Implications
The completion of the sculpture may serve as a visual reminder of the speed of consumption in urban environments. Such public engagements could lead participants to reconsider their own reliance on single-use plastics.
the collaboration between a high-profile artist and a sustainable brand may provide a template for how public art could be used to highlight corporate recycling efforts in the future.
Frequently Asked Questions
Where and when will the installation grab place?
The event occurs this Friday, April 24, from 9 am to 5 pm at the Flatiron Public Plaza at Broadway and 23rd Street in Manhattan.
How can the public participate in the sculpture?
Anyone willing to pitch in can bring their own plastic bottles to add to the piece; in exchange, they will receive a reusable bottle.
What is the background of artist Willie Cole?
Cole is known for creating sculptures from everyday objects and has pieces in the permanent collections of the Whitney, the Museum of Modern Art, and the Metropolitan Museum of Art.
Do you think public art installations are an effective way to change individual consumption habits?
