Jesus Li, in partnership with Meet Minneapolis, created an artistic map depicting the seven distinct cultural districts of Minneapolis.
The seven cultural districts, Franklin Avenue, Lowry Avenue North, East Lake Street, 38th Street, West Broadway, Central Avenue and Cedar Avenue, are highlighted on the map with cultural symbols from each area. Symbols include the flag of Ecuador on a plate of food to represent the abundance of Ecuadorian restaurants in Central Avenue and a Black fist representing George Floyd Square.
The city of Minneapolis established the seven cultural districts five years ago, Ries said. The city made a list of all the things they wanted to invest in these districts. The final item on the list was to get locals and visitors to go to these districts to explore and spend money there. That is when the city asked Meet Minneapolis for help.
In 2021, the team at Meet Minneapolis started working with local writers and photographers to tell the stories of the districts, Ries said. For the website, they created a distinct color palette inspired by the districts so it did notas it is not meant to look like typical Minneapolis branding.
“The hope was that we were able to talk about something new,” Ries said.
The map was meant to refresh Meet Minneapolis’ branding of the cultural districts, Ries said. They chose Li as an illustrator because of his nuanced perspective. Ries added Li has a distinctive artistic style, he is passionate about the districts and he has the perspective of someone new to the area.
The goal of the map is to inspire tourists and locals to explore the cultural districts, according to Courtney Ries, the senior vice president of destination branding and strategy at Meet Minneapolis.
“It is a reminder that the city, just like the people, contains multitudes,” Ries said. “There is a place for whatever you’re looking for.”
Li conducted extensive research on the cultural districts for this project. He drove around each district, took the bus, ate at restaurants and asked locals questions.
Li made a list of themes and concepts that could translate into icons and symbols for each district. A lot of those symbols represent different foods and international cuisines Minneapolis offers.
“Food is an element that brings people together regardless of our differences,” Li said.
In 2021, Li moved to Minneapolis from Peru for a career change. He wanted to leave behind the severe impact of the pandemic and some cultural challenges.
In Peru, Li worked in advertising for 15 years. Once moving here, he earned his masters in visual studies from the Minneapolis College of Art and Design and started working on art installations, visual graphics, video and community work.
“After doing the research, it made me realize I want to stay here in Minneapolis,” Li said.
The map was distributed in late August as a mailer for Minneapolis residents. Handouts were distributed in hotels and the Meet Minneapolis visitor center.
Li’s favorite part of the project was conducting research and exploring the richness of each cultural district.
“I just enjoy listening and seeing people being themselves,” Li said.
