Murals as an innovative marketing tool for public spaces

Ekaterina Koroleva designed this mural at Alexanderplatz for Covivio together with Rommy Gonzales.

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Traditionally, murals decorate public or private spaces, but murals have now also developed into an innovative tool for companies to be visually present. On the one hand they generate attention in the form of classic advertising, on the other hand they act as an effective PR campaign due to their handmade and often location-specific uniqueness. The closeness of the work to the public on the street makes murals an effective tool to highlight a product or a brand in a particularly aesthetic way. Murals appeal to people of all walks of life, and many appreciate the effort that goes into creating a hand-painted motif. Furthermore the wallpainting usually remains present for a very long time and becomes part of the cityscape.

Murals offer the opportunity to interact with the environment in a more targeted way than generic advertising could do. The most important difference to large-scale print advertising is that the general public perceives murals as a work of art and sees them as an enrichment. In general, murals and street art play a major role in the cityscape in many German cities. There is often a lot of hype about them and they are very well received by both tourists and residents.

A mural in public space should be easy to grasp from different perspectives and ideally interact with the environment. Great effects can be achieved by playing with perspective or incorporating objects from the street or the architecture of the house into the design. If you assume a simple house facade, the long-distance effect is certainly in the foreground. A good mural should respect its location and add value to its surroundings. The more people can see the mural, the better - location is everything! The challenge is usually that walls in busy places and busy streets are often difficult to access.

Casiegraphics create several murals for Zalando's "Activists of Optimism" campaign last year: a pineapple floating on colourful waves or a pen that draws colourful elements and small animals - the visitor can "hold" the pen and take a selfie..

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Murals are the supreme discipline of every artist: It's about perfection, individuality and the feeling of freedom. The large dimensions and the visual accessibility of an image are what makes art on house walls and facades so exciting. This is accompanied by the technical challenge of painting what is in some cases an enormously large area with impeccable craftsmanship, and of course a house wall poses more risk than a piece of paper or a digital canvas. It is a special art to effectively integrate the picture into its surroundings. In addition, the often large audience that sees the mural during and after its completion makes such a project particularly interesting for many artists.

Enlarging a motif from paper or screen always involves challenges that require a lot of planning and time. Not only the selection of the right colours for the right substrate plays a role. For the artist, this often also means going beyond personal limits, such as overcoming your own fear of heights, in order to paint the facade!

Artistic credibility can also play an important role in conveying the mural’s message. If the customer advertises a product with the artist and his work, the two should go well together. It would be hypocritical for a convinced vegan to do murals for a burger restaurant - and thus an absolute failure for both sides.

An authentic and aesthetic mural has the power to inspire people as well as to convey feelings and can positively change the vibe, the mood of the environment or the district: Put your company, your message, your product in the limelight with a mural and become the talk of the town!

Yannick de la Pêche created several Murals for CBE Cologne.
Casiegraphics designed a huge facade for SDI in Munich: Each department is assigned a color and colourfully illustrated speech bubbles visualise the different languages that are taught.
Before the pandemic, Ekaterina Koroleva also had the opportunity to design a booth for Fiverr during the Female Future Force in Berlin.
Yannick de la Pêche Mural for Helium Bricks. The artwork was part of an exhibition at Enfants Art Space for Tapir and Klotz and their illustrated pocket calendar.
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