In 2006 William Cochran was asked by the University of Rochester Memorial Art Gallery to engage in a strategic and master planning process for MAG's grounds in collaboration with senior staff and board members. The six month process set a direction for the grounds and identified goals and key strategies. At the end of the process the artist produced a concept design plan for the site in collaboration with MAG's landscape architect. The master plan and vision became a rallying point for renewed clarity about the museum's mission and a catalyst for the transformation of the grounds into an open and welcoming public space designed to connect people to art in powerful new ways.

Cochran Studio was then asked to join the Bergmann Associates design team for the City of Rochester and served as design team senior artist to develop the public art master plan for the museum grounds and the adjacent urban art trail, develop public participation processes and to design the pedestrian areas. The trail connects the many cultural institutions including museums, in the city's Neighborhood of the Arts.

The studio spent four years developing public art projects and interactive public spaces for the award-winning project. William Cochran continued the close collaboration with Mark Bayer throughout design development and final design of MAG's Centennial Sculpture Park, making many fundamental contributions. The project garnered top TEP and NEA grants and several prestigious awards. Shown: Unicorn Family by Rochester artist Wendell Castle.