Beautify helps NewMark Merrill send a vivid message to its community
The retail center owner understands the power of experiential marketing, painted size XL at its Norwalk Town Square location.
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Mural in Norwalk, CA by Ruben Rojas and Choe Hakakian for NewMark Merrill
Norwalk, California is a lesser-known city on the edge of Los Angeles Country, yet its home to more than 100,000 people. When NewMark Merrill, which owns and manages more than 80 retail shopping centers in Southern California, decided in 2019 to send a supersize message on the outer wall of its Norwalk Town Square property, they turned to Beautify to connect with artists and guide the project.
“For us, I look at our shopping centers as an extension of every community,” NewMark Merrill President and Chief Executive Sandy Sigal. “If you are going to (create) the modern piazzas of today, the town squares of today, how can you not include artists in this mix?”
Our online platform removes the friction from the process, making it easy for companies like NewMark Merrill to find and work with professional street artists. As both a muralist and a software product manager, I founded Beautify to connect people who want great art with the professional artists who create it.
"Spread Your Wings" is the result, designed and painted by Beautify's own chief creative officer Ruben Rojas in conjunction with Cloe Hakakian, another local muralist. Sometimes a work of art is meant to convey a message without words. In this case, the message is spelled out—but its the presentation, backed by a spectrum of vibrant colors that span a dozen parking spaces, that give a familiar phrase a new and powerful punch.
Experiential marketing and inspiration for passersby can coexist on a single wall. As the operator of many retail destinations, the people at NewMark Merrill understand how to deliver experience. We're grateful to have the chance to work with them, giving two talented artists a giant canvas from which to project their own message as well.
Evan Meyer is a co-founder and the CEO of Beautify.