VM Group has announced $5 million in sponsorship support of Kingston Creative’s Adopt A Block initiative.

As part of the downtown Kingston transformation programme, the initiative aims to change Water Lane into a world-class cultural tourism destination, enhancing public spaces, upgrading infrastructure, and creating opportunities for creatives and businesses.

VM Group has adopted one of the eight blocks on Water Lane, which features more than 100 murals and forms the core of downtown Kingston’s burgeoning art district.

This transformation is especially meaningful for VM Group, which has called downtown Kingston home for 146 years, operating from its headquarters on adjoining Duke Street.

The initiative, launched February 23 during Kingston Creative’s Reggae Month Art Walk Festival, will introduce shading, lighting, seating, greening, and cultural activations, evolving the space from a mural showcase into a thriving creative hub.

President and CEO of VM Group Courtney Campbell used the launch to emphasise the importance of investing in Jamaica’s cultural assets for sustainable national development.

“VM Group has always believed in nation-building, and this project is an opportunity to uplift not just an area but an entire ecosystem of artists, entrepreneurs, and community members who rely on the creative economy. This is about economic transformation, community pride, and long-term growth,” said Campbell.

Since 2017 Kingston Creative has led the social and economic transformation of downtown Kingston through creative placemaking, supporting artists, businesses, and entrepreneurs.

The first phase of the downtown Kingston transformation programme focused on shifting perceptions, launching a creative co-working space, an art district, and over 60 free Art Walk Festivals. These efforts, including daily mural tours, have helped locals and visitors rediscover downtown Kingston’s heritage.

The second phase, which VM Group supports, expands this transformation through public space enhancements, making the district more welcoming, accessible, and economically viable.

According to Campbell, VM Group’s investment aligns with its broader mission of empowering Jamaicans through financial well-being, economic opportunities, and cultural development.

“This is more than an investment in infrastructure — it is an investment in Jamaica’s future. The Adopt A Block initiative is a model for how corporate Jamaica can drive urban renewal, job creation, and cultural preservation.

“We are honoured to contribute to a project that will have lasting social and economic benefits for downtown Kingston and beyond,” Campbell added.