In the sprawling lower level of a building in the heart of Poncey-Highland, a big change is coming. The Supermarket, a new concept spearheaded by visionary Willow Goldstein of The Bakery Atlanta, is set to become an incredible hub for the arts.
Since 2017, The Bakery in South Downtown has served the creatives of Atlanta as a multi-faceted arts complex that initially occupied a building that was formerly a commercial bakery, hence the name. Willow, along with her mother Olive Hagemeier, dreamed of opening a space where art could flourish in a multi-purpose space tucked between the neighborhoods of Adair Park, Capitol View, and Oakland City.
Over time, and with the help of many volunteers, they transformed the once-empty building into a bustling hub for creativity. The space was home to live music, dance, theater, drag shows, educational programs, and more.
Eventually the concept grew. Volunteers became staff, The Bakery earned a reputation for great art and compelling creative projects, and after three years they expanded to a sprawling 10,000-square-foot building atop Underground Atlanta called New Square.
Unfortunately, the COVID-19 pandemic put a halt to growth plans. Within the year, both the original Bakery location as well as New Square shut down when their leases expired. Disheartened but not willing to give up, they held onto hope that something good would come their way.
And good it did. At the beginning of 2021, The Bakery secured studio spaces for artists at Jefferson Station in East Point and also moved its headquarters into a South Downtown retail location that was previously operated by MINT Gallery.
In 2022, The Bakery East Point’s lease ended and the team shifted their focus to building the dream at The Bakery’s official home in South Downtown. Eager to make the most of the space, the team began building out a robust array of programming that included exhibitions, workshops, and events.
Reinvigorated by new team members who oversaw programming and gallery operations, The Bakery was in full swing and doing what it does best: providing a range of art opportunities, activations, and experiences to the community.
In the years since, The Bakery has continued to grow and evolve thanks to the leadership of Goldstein, her staff of dedicated employees, concentrated efforts by board members, and the many volunteers who help to keep the dream alive. Included in the mix is Amanda Norris, assistant director of The Bakery Atlanta and executive assistant to Goldstein, who pioneered the internship program and invented the community manager role.
Recently, Goldstein was approached with a new opportunity to grow: a 12,500-square-foot lower level space on North Highland Avenue that was once home to a portion of Highland Row Antiques.
Dubbed “The Supermarket,” the concept will continue the legacy of art that Goldstein has championed since the beginning. This time, it will bring dynamic arts programming to the heart of Poncey-Highland.
This past weekend, The Bakery launched their new space at The Supermarket with Lover’s Below. The sneak peek event included a night art market, food vendors, live music, and dancing.
“It was amazing,” said Goldstein. Over the course of the night they had about 400 people attend the event. The artistic community has rallied around this development, and the walkability of their new spot is certainly an asset for locals in the neighborhood.
In her dreams, The Supermarket will become an arts complex that is open and in use seven days a week. The multi-faceted approach to an arts center would be put to good use for businesses to hold meetings there, plus yoga classes, art exhibitions, workshops, children’s classes, and then live performances and art exhibitions in the evenings.
To pull it off, Goldstein and her team have to figure out the perfect recipe for funding and support. As of 2023, The Bakery is a 501(c)(3) nonprofit which certainly is a benefit when it comes to raising money through grants and institutional funding. But behind the scenes, there’s much work that goes into securing those grants, and that’s not the only avenue they are pursuing.
“I love puzzles, but this one is so hard because this is my own life and my own livelihood at stake,” said Goldstein. She’s currently working on finding investors, getting a liquor license to sell alcohol during performances, building donor relationships, and growing The Bakery’s board. “It’s really hard, it’s a lot to juggle.”
Additionally, Goldstein hopes to see a shift in the investment in midsize art spaces coming down from the city itself. In a bustling metropolis like Atlanta, the bigger artistic institutions often seem to receive the most support from the government, while smaller venues that support emerging artists can struggle to get appropriate funding. Many of the smaller galleries that existed when Goldstein first launched The Bakery have gone by the wayside, unable to sustain themselves as rent prices increase.
But for Goldstein, the success of The Bakery really lies in the community. She wants to provide an outlet for artistic expression while also providing a home for the artists themselves; a place where they feel like they belong. “A ton of people are really excited that there’s an art space in the middle of the city again,” she shared.
While embarking on this new venture is undoubtedly a challenging step for The Bakery’s team, and one that requires taking bold steps into an uncertain future, if there’s anyone who can do it, it’s Goldstein. Her commitment to supporting local artists is undeniable, and her passion for art spaces such as The Supermarket is evident to all who know her.
Since 2017, The Bakery has proved it is an adaptable, resourceful, and essential resource capable of making big moves in an ever-changing landscape. This is not their first rodeo, and I feel confident that they will figure out the magic combination of support to make it all happen.
What I ask of you, dear readers, is to remember that your support also matters.
Show how much you love The Bakery with your dollars, with your patronage, and with your voice. Speak up when people talk about the art scene and remind them of all the good that’s happening here. Write to your city council members and ask that they champion artistic institutions like The Bakery and The Supermarket. Buy local art from local artists, and become an active part of the community that has rallied around Goldstein since the beginning.
Art matters. You matter. And we can do this, together. Find out more at this link.