The Brain Project
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About The Yogen Früz Pinkberry Brain Project

Experience sculptures inspired by 33 billion neurons.

The Yogen Früz Pinkberry Brain Project is a large-scale, outdoor exhibit that brings brain health, art and imagination to the streets of Toronto. In its inaugural year, The Yogen Früz Pinkberry Brain Project launched across Toronto and started a public conversation about brain health and brought awareness to diseases like Alzheimer’s.

As The Yogen Früz Pinkberry Brain Project returns for its third year, a variety of artists from around the world will transform blank brain sculptures into beautiful, energetic and thought-provoking pieces of art. These sculptures will be sponsored by corporations and philanthropists, and placed on display in more than 15 locations around the Greater Toronto Area.

Funds raised through the project are donated to the Baycrest Foundation, the fundraising arm of Baycrest, a global leader in brain health and aging.

Learn more about Baycrest and the impact of funds raised through The Yogen Früz Pinkberry Brain Project.


Erica & Noah Godfrey
Honorary Co-Chairs

Erica Godfrey is a freelance graphic designer and the Co-Founder and current Co-Chair of Game Night for Baycrest. Erica sits on the Cabinet for Women and Infant’s Health at Mount Sinai Hospital and Co-Founded the annual Mother-Daughter Tea fundraiser.

Noah Godfrey is a Harvard Business School graduate and the Founder of Checkout 51, a leading coupon mobile app that gives grocery shoppers cash back for uploading photos of their receipts. In 2004, Noah launched Dose, a national daily newspaper in Canada, and GigPark in 2007, a web startup to find local businesses through recommendations from friends.

Erica & Noah have three children, Chase, Lincoln and Britton.


Ben & Jessica Mulroney 
Honorary Co-Chairs

Jessica Mulroney is a fashion icon and stylist. She is an entrepreneur at heart and a social media, events and public relations guru. Jessica has worked with many charities and co-founded the Shoebox Project, a charity that stocks shoeboxes full of basic luxuries for women in shelters. Ben Mulroney is best known as the host of the entertainment news program etalk, where he reports on industry events and travels around the world interviewing celebrities. Ben’s philanthropic initiatives include becoming the National Ambassador for the Cystic Fibrosis Foundation of Canada and sitting on the Board of The Shoebox Project.

Jessica & Ben have three children, twin boys, John and Brian, and a girl, Ivy.


Sandra Ainsley

Since she established her first gallery in Hazelton Lanes in Toronto’s Yorkville area in 1984, Sandra Ainsley has developed and nurtured her passion for glass into a thriving and successful business.

Sandra Ainsley Gallery at The Distillery opened November 2002, with over 2000 people in attendance, and pioneered the largest exhibition by Dale Chihuly ever held in a private gallery. After over twenty five years in business Sandra has become an integral part of the international glass community. She has established herself as one of the leading dealers of contemporary glass in world.

Original Headshot - Karen Longfield

Karen Longfield

Karen works with Fischtein Fine Art as a Fine Art Specialist/Consultant and has been emerged in the fine art field for more than a decade. As the Associate Director of Gallery One in Toronto, she was instrumental in the operation of the gallery, the mounting of exhibitions, facilitating representation for emerging and established artists, and developing strong relationships with patrons and art industry professionals. Since the closing of Gallery One, she continued as the Curator of a corporate collection, and Manager of Art Finance at Firm Capital. Her roles have included identifying market trends and recruiting talent, advising collectors on acquisitions, building artists’ profiles, art appraisals, and all art services. Karen’s passion for art and dedication to her work are well-known. She has well-rounded experience in the art world – bridging art services, curation, and appraisal. Her knowledge of contemporary art and artists is as impressive as her work experience.

Karen holds an Honours BA in History/Art History from the University of Western Ontario, a diploma in Arts Management affiliated with the University of Waterloo and a Member designation in the International Society of Appraisers.

Nederveen, Steven

Steven Nederveen

Steven Nederveen is a well-known Canadian artist whose work is featured internationally in galleries, art fairs, magazines and many private collections.

He deals with the passage of time, a theme stemming from his own practice of meditation. These moments of peaceful clarity lead the artist to draw connections between our natural environment and aspects of spirituality through an artistic process that combines painting and photography.

By blurring the lines between photograph and painting, Nederveen develops a magical realism that inspires us to see the world with new eyes. By distressing and aging the work, he creates the sense of past and present; of struggle and transformation.

A glass-like layer of resin coats each piece, enhancing the clarity of the image and reflecting the viewer into the work.

Nederveen studied fine art at Medicine Hat College and went on to receive a Bachelor of Design from the University of Alberta in 1995.

His studio is based in Toronto, but his work is carried in Seattle, Vancouver, Banff, Montreal and beyond.


Alissa Sexton
Curatorial Consultant

Alissa Sexton is the co-director of Bau-Xi Gallery (est. 1965), a recognized and long running contemporary gallery dedicated to showcasing top Canadian artists at locations in Toronto and Vancouver. Since joining Bau-Xi in 2005, Alissa has facilitated representation for emerging and established artists while developing strong relationships with patrons and art industry professionals. Her projects for Bau-Xi include identifying market trends and recruiting talented artists, advising collectors on acquisitions, coordinating year-round exhibitions, and building artist profiles in international markets at fairs in Toronto, Miami, and London.

Alissa holds a degree in Art History and Social Psychology from the University of Guelph, and a Diploma in Museum Management and Curatorship from Fleming College.