The Road Not Taken: Greg Goya's participatory installation

Serravalle Designer Outlet unveils an interactive artwork by Greg Goya that turns the central square into a participatory space for reflection and storytelling. Inspired by Robert Frost's poem, the installation reflects on choices and life paths while inviting public engagement.

The project centers on a large globe stripped of its geographic meaning, whose surface visitors can sign, write on and personalize. The work is conceived as a collective creation: its completion depends on contributions from the public, who progressively shape the final result.

Practical information

• When: 26 May 2026 — the public finalization event starts at 16:30.
• Where: Serravalle Designer Outlet, main square (Serravalle Scrivia).
• How to take part: visitors can directly intervene on the sculpture by writing or drawing on the globe's surface, actively participating in the creative process.
• Context: the initiative brings contemporary visual language into an urban retail setting, promoting art as a shared experience and a way to enhance the local context.

Greg Goya, recognized for participatory street art performances and a visually direct approach, offers an artwork aimed at a broad audience and focused on themes of change and personal journeys. The project is part of Serravalle and McArthurGlen's ongoing commitment to cultural programming that reimagines commercial spaces as hubs of creativity and community engagement.