To help spread awareness, the ICA team has engaged Middle of Broad (mOb), VCU’s applied design studio located in Richmond Downtown Arts District. Under the guidance of faculty members, VCUarts students from VCUarts’ Interior Design, Graphic Design and Fashion Design & Merchandising departments can elect to participate in mOb and take on real-world projects in the community. We asked our mOb group to generate ideas for spreading the word about the ICA to the VCU and Richmond community. They generated a long list of creative happenings or “mOb Moments” that will take place over the next several months. Our first moment, 99 Red Balloons, happened during the RVA First Fridays art walk in April. Student volunteers lead a balloon parade down Broad Street and engaged the community in conversation about the ICA.