st. Louis, Mo.
STL-Style & Substance bLooMinGton, ind. neW YorK, n.Y.
Visitors to the Web site of St. Louis New Urbanism Takes Free Floating
T-shirt makers STL-Style will find a Hold of the Hoosiers When a floating pool docked in
civic advocacy campaign promoting Brooklyn during the summer of 2007,
the preservation of the city’s historic The rainbow of autumn colors envel- it was the latest feather in that bor-
landmarks. It’s right there, tucked oping local maple trees have nothing ough’s hip, progressive cap. Residents
into a catalog of 20 or so T-shirts, hats on the brightly hued houses in one of Hunts Point — an industrial, work-
and stickers adorned with slogans like of Bloomington, Indiana’s first New ing-class neighborhood in the South
“St. Louis: The Perfect Ghettoway” Urbanist neighborhoods. Bronx that is best known for its view
and “Highway Farty.” In the eyes of The neighborhood’s grid design of Rikers Island prison, were jealous.
STL-Style’s founders, brothers Jeff and narrow streetscapes encourage Swimming in their neighborhood usu-
and Randy Vines, this is no mixed pedestrianism, giving locals a reason ally meant a belly flop in the Bronx
message. to gloat. “Having the option of public River — an estuary that occasionally
Part of the grassroots movement transportation, and not needing to receives sewage when the city’s sewers
to re-brand cities ravaged by fail- drive is a huge advantage,” says Dr. overflow.
ing industrial economies to younger, Amy Berndtson of her family’s deci- But after community groups lob-
hipper constituents of the rapidly sion to move into the neighborhood. bied to bring the barge to the Bronx,
expanding creative class, the Vines But Bloomington was once more the 5-million-pound swimming pool,
use T-shirts to transform St. Louis’s wary than hospitable to the develop- romantically named “The Floating
public image in ways official PR cam- ment. Matt Press, the developer, won Pool Lady,” anchored this past summer
paigns never could. Downscaling over the community by engaging them at Barretto Point Park, where it will
creative class economists’ prescrip- in the design pr