BETHLEHEM, Pa. — Everything’s better with a little color — especially 350 square feet of it.
Bethlehem Food Co-Op recently announced a collaboration with Lehigh Valley artist Matt Halm to help make the grocery store’s interior pop with a new mural before its grand opening this summer.
A “bold, thoughtful” mural is the goal — one that honors the area’s food culture, farmers and residents, according to co-op General Manager Eric Shamis who recently shared the latest with WLVR's Brad Klein. (There's a link to that interview above.)
“We’ve built a really special program with [Halm] that will include a community brainstorming session, a mentorship component and even Paint Days where community members and member-owners can come in and help paint the mural."Bethlehem Food Co-Op General Manager Eric Shamis
“We’ve built a really special program with [Halm] that will include a community brainstorming session, a mentorship component and even Paint Days where community members and member-owners can come in and help paint the mural,” Shamis said.
How about claiming a piece of artwork for yourself based on the mural’s design and supporting future artistic efforts at the co-op? That’s also an option you can learn more about on the co-op's website.
Project contribution options range from $10 to $2,000, with different incentives across the six tier levels.
“This crowdfunding initiative surrounding the mural essentially allows community members to "own" a piece of this artistic initiative," co-op Board Chairwoman Carol Ritter said.
"And hopefully serves as a visual reminder of the incredible things we can do together.”
More on the lead artist, Matt Halm
Bethlehem resident Matt Halm, an Allentown native, has painted murals for almost two decades — something he said he doesn’t take for granted.
“It feels great every time there’s an opportunity to keep being creative and keep bringing public art to the Valley and beyond, and it’s an honor,” Halm said.
“When you get picked to do a project like this, it’s for sure rewarding and exciting to see what you can create out of just starting with an idea and creating something — a lasting mural that’s going to be there for a long time.”
You may recognize some of Halm's work in the area — though his “more than 25” large-scale pieces are located across a number of states.
“When you get picked to do a project like this, it’s for sure rewarding and exciting to see what you can create out of just starting with an idea and creating something — a lasting mural that’s going to be there for a long time.”Lehigh Valley muralist Matt Halm
In Allentown, you’ve likely passed the big bison (aka “Once in a Blue Moon”) at Ninth and Hamilton streets that Halm completed alongside Hector Castro.
There's also a piece at the nearby Da Vinci Science Center inspired by Leonardo’s sketches.
It would be hard to miss some of his Bethlehem work. One piece is a mural welcoming those entering South Bethlehem on the Fahy Bridge to the left at Third and New streets.
His approach to art
As for his approach to the art, Halm said each work is its own animal. But he prefers a “graphic-looking” style, sometimes with a dash of realism, colorful patterns or a collage feel.
“I want it to be eye-catching, I want it to be memorable. But I also want it to be thoughtful and considerate to the environment around it.”Lehigh Valley muralist Matt Halm
“I want it to be eye-catching, I want it to be memorable,” Halm said of his previous works and style choices. “But I also want it to be thoughtful and considerate to the environment around it.”
For those looking to do community art for a living, Halm said you have to prioritize perseverance and your relationships with those around you.
“When you’re trying to break into a creative field, there’s a lot of obstacles,” Halm said. “But if you just keep going, you tend to start catching some breaks.”
He said for folks to be on the lookout for other community art opportunities around the area coming up this spring and summer.
A Food Co-Op progress report
The co-op contracted Boyle Construction to complete the inside of the store, with permits being submitted to the city last week, Shamis said.
The “community-owned, everyone’s-welcome” grocery store at 250 E. Broad St. in North Bethlehem will have more than 40 employees once fully staffed.
Though Cora Savage recently was brought on to fill the marketing coordinator role, the co-op also looks to hire both accounting and operations managers.
“We’re going to focus on natural, locally-sourced, humanely-raised foods that are also accessible. We’ll have a full kitchen, we’ll have a juice bar, we’ll have a cappuccino machine. You’ll be able to get sandwiches and hot foods, as well. It’s going to be a really special program.”Bethlehem Food Co-Op General Manager Eric Shamis, on the store's incoming prepared foods section
And since 23% of sales are expected to come from prepared foods, co-op management will be soon hiring someone to oversee that department, Shamis said.
“We’re going to focus on natural, locally sourced, humanely raised foods that are also accessible,” Shamis said. “We’ll have a full kitchen, we’ll have a juice bar, we’ll have a cappuccino machine.
“You’ll be able to get sandwiches and hot foods, as well. It’s going to be a really special program.”
The co-op now has more than 1,500 paying members, and the opening will come soon, following more than a decade of community collaboration and planning.
