Mural Art Park
Client ➞ This is an outdoor mural art gallery. It is located in the city of Frisco in Тexas - USA. One of the largest outdoor art museums in the United States, with a specific focus on murals. The name of the project is the Mural Art Park. It’s the largest public art project in the lone star state. The client USA Infrastructure Investments is bringing the world’s top muralist into a 1-acre park surrounded by walls of different dimensions for the entire world to visit and enjoy.
Challenge ➞ Our goal was to create the branding part along with the architectural solution. We developed the project by stages. The First Stage was all about developing the branding concept. The Second Stage was creating the park. This stage was made by our in-house team of architects. The Third Stage was the adaptation of branding in the park's environment. After these essential stages were complete it was paramount to finish the whole project with different creative ideas that involved the work of both of our teams: architecture & branding.
Concept ➞ This is a place where art and recreation meet. It’s a mural art gallery inside a park and also, a park inside the gallery. It is not formal like a museum but not too liberating like an open-air concert event. The tone we wanted to give is modern and welcoming. It intrigues viewers and feeds their curiosity and wonder.
Branding
Concept ➞ We were inspired by the variety of murals around the world. The canvas for such an art can be of any size and proportion. From a long wall to a tallest building. This idea became a foundation for the logo and branding as a whole. We developed a dynamic logo made from the M letter. The logo symbolises a flexible “canvas” of the Mural Art Park that can be transformed to host any mural idea. The logo stretches to capture more art and nature in different proportions, sizes, and details.
Architecture
Challenge ➞ We had to make a new format of the space for exposing and exploring the art - a gallery inside the park and a park inside the gallery. The compilation of these two spaces extends the borders of the usual art-space, making it go outside the exhibition hall and reach out to nature. Here the freedom of an open space meets the freedom of creativity.
Concept ➞ MAP design is built upon a contrast between its outer and inner space. If we were to compare its architecture with a human, the exterior would be the skin with its long plane white walls. But the inner space would become the soul and the spirit. It is a storm of emotions and thoughts - a vivid space featuring this never-ending search of the meanings and answers, shapes and forms in contemporary art.
We created this space in two layers. The external layer is made from the art murals and the interior space is the park.
Overall Design ➞ The park contains about 30 walls for the murals and a lot of park space to expose sculptural pieces and art installations. At the same time, it features various amenities for comfortable and joyful pastime whether it is a walk in the park, a group meeting for some creative activity, an art fair or a festival. Space contains all possibilities for holding these events.
Entrance
The Entrance ➞ It shows this impetuous world, intriguing and inviting to explore it. Important thing is that each season, new artists will be invited to exhibit their work, so the welcoming mural on the entrance wall will be different from time to time. Same applies to the statue on the entrance - the figure is different depending on the season.
The next renders are displayed in a tour order.
From entering to exiting the space.
Hallway
The Hallway ➞ The visitor starts his route inside the park from the main entrance, through the green garden tunnel, following the Rabbit. Unlike Alice in Wonderland’s Rabbit, the one that dwells in the MAP is bright pink. This accent color is used for navigation throughout the park journey.
Main Area
Main Area ➞ The tunnel brings the visitor to the main area, where the bar/café with open-air seatings, gift shop and event scene are located. These are the functional touch-points of the park. They are essential for prepping visitors to the gallery area.
This wall separates the main area from the park area.
The "M" Wall ➞ The main stage has a background wall that resembles the logo. The work on the mural for this wall becomes a show that many people might want to see every once in a while. It is the functional and well-branded element that separates the main area from the gallery located in the park area.
The Park Gallery
Technical Challenge ➞ One of the factors that affected the planning solution was a drain system to collect water from the neighborhood, including several residential blocks around the park. It is located several meters under the ground coat of the green area, so no buildings or structures could be placed above it.
Coming Soon Balloon ➞ Some murals will be left blank for future projects. The client wanted us to come up with a way of informing guests that these murals are in progress. That is why we made this balloon display. It is very fitting to the set-up and context. Plus, it gives a comical tone to a black, blank wall.
Alternative Entrances ➞ The client asked us to link the park to its' surrounding axes. That is why we had to create alternative accesses into the park. Here is an example of how they look.
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Hope you liked it. Cheers!
Project Team
Creative Directors – Boris Alexandrov & Anna Alexandrova
Project Manager – Daria Svidchenko
Branding
Case Art Director – Pose Radu
Project Art Director – Anton Storozhev
Copywriter – Dimitry Panasiuk
Graphic Designers – Aleksandra Gerasymenko & Alexander Osipenko
Illustrator – Alexander Osipenko
Architecture
Architects – Anna Alexandrova, Sergey Makuhovskiy, Elena Guryeva
3D Visualization – Sergey Makuhovskiy & Alexander Gusarev
ⓘ Please note: All content we used is only for showcasing our work and of non-commercial use. Some of the images were bought on Shutterstock, some were downloaded from different sources with credits to all the authors. All the murals and paintings that were used in our case study is only for showing the brand concept and not for commercial use. Credits to the following artists: Kaws, Murakami, Felipe Pantone, Gregory Stiff, Yayoi Kusama, Nychos, Tristan Eaton, La Pandilla (Juan Fernandez/ Alexis Diaz), INTI, PichiAvo, Hua Tunan, James Reka, Alexis Diaz, Okuda San Miguel.
