By Bill Mah

EDMONTON - It's a stretch of Jasper Avenue scorned by critics for looking like the Berlin Wall or the back of a poultry plant.

But officials at the Shaw Conference Centre are betting the public artworks officially unveiled Friday outside its Hall D addition will win over all but the harshest detractors.

"I know that there will be people who don't like it, but I'm very hopeful that the majority of people who pause to consider what has been done will appreciate the efforts that were put into it," centre general manager Mike Fitzpatrick said. He predicted the wall will become part of the city's downtown cultural scene.

When the $28.7-million addition opened in the spring, some Edmontonians complained that its appearance from Edmonton's main street looked dowdy, a white concrete block offset by grey brick niches.

More upsetting to critics was that Hall D, which spans 70 metres along Jasper Avenue and is nearly seven metres high, obstructs views of the valley from Jasper near 97th Street.

Project boosters and architects said its monolithic design was architecturally necessary and it was unfair to judge the wall when still unfinished.

On Friday, dignitaries and artists showed off the now-completed wall, a public art venue adorned with installations from two city artists.

Four metal Hindu-inspired works of sculptor Ryan McCourt, collectively entitled "Will and Representation" and representing elephant-headed deities, have been placed in the brick niches, with the largest one installed on the sidewalk.

McCourt was the first artist to win a call to sculptors to show their work for a year at the space, along with a $10,000 award. The call was put out by The Places, an art-in-public-places program, and Edmonton Economic Development Corporation.

"It's hard to find venues to show sculptures, especially large works," McCourt said.

Donald Moar's work has previously been installed, but was officially opened Friday. He won a $100,000 commission for six decorative screens spelling out the word "dream" in giant letters. He said it's an homage to the long-gone Dreamland movie theatre that stood on the spot and an encouragement to dream.

Moar, who used to work in architecture, said he understands Hall D's designers had little choice but to build the edifice the way they did.

"The art's going to work well with the building and make it a nice place to walk past, take a stroll and take a look at what's going on," Moar said.

One passerby gave the street art an unsolicited glowing review.

"Very well done," said Judy Lytton, a retired beautician and Festival of Trees volunteer. She said the art compensates for the loss of the river-valley view.

"It's OK, because once you get inside the building you've got the whole view of the valley, so that's all right."

The Shaw is holding an open house today from 10 a.m. to 3 p.m., showcasing its facilities.

Activities include roving performers, hourly behind-the-scenes guided tours, and a preview of artist Clay Ellis's proposed designs for Hall D's lobby walls.

There will also be a gathering of displays showing more than 50 projects planned for Greater Edmonton. They include office towers, roads, and cultural, health and education facilities such as a project to rejuvenate Edmonton's downtown east side and the Louise McKinney Riverfront Park.