Mercedes-Benz Canada of Toronto has begun an initiative called the "Smart City Project" in support of its Smart brand of vehicles. According to the company, the program is intended to "inspire citizens to create a more livable urban environment." During the program, Canadian consumers will be invited to participate in various urban improvement activities such as reclaiming neglected spaces and addressing issues such as noise pollution. The company has begun the program by cleaning the Callaghan Alleyway in downtown Toronto and decorating it with installations created by local artists and a bicycle wheel that can be used to generate electricity to illuminate the alleyway or charge mobile devices. Other elements include transit shelter displays and street posters that encourage viewers to share city improvement ideas online at <http://www.thesmartcityproject.ca>. "The Smart City Project's mission and overall objective is simple," said Tim Reuss, president and CEO of Mercedes-Benz Canada. "We want to use it as a catalyst to help improve urban environments. The Smart Fortwo pioneered intelligent urban mobility by questioning the status quo and introducing an extremely fuel efficient, highly versatile and exceptionally safe transportation solution perfectly suited for this country's congested downtown streets. Smart has always challenged convention, and we hope that this unique and collaborative project will inspire engagement in a similar manner and help contribute to make our cities a better place for everyone."