Skip to content
Unconventional Group
Work

La Centrale & Brickell City Centre

A 600-person paint day that turned 750 square feet of Brickell City Centre into a permanent mural in under eight hours.

Year
2017
Location
Brickell, Miami, Florida
Scale
15' (H) × 50' (L) — 750 sq ft
Client
La Centrale Food Hall · Swire Properties
Guests on ladders painting Claudio Roncoli's paint-by-numbers mural at Brickell City Centre
Digital impressions
2MDigital impressions
People painted
600People painted
Square feet
750Square feet
Start to finish
<8 hrsStart to finish
The numbered geometric design part-painted during the 600-person paint day
Volunteers filling in colour blocks on the Brickell City Centre facade
Jessica Kassin
The pedestrian walkway below the MetroMover station during the paint event
Jessica Kassin
Detail of Roncoli's geometric forms on the finished wall
Jessica Kassin
Participants working along the 50-foot wall at La Centrale Food Hall
Jessica Kassin
The completed mural on Brickell City Centre's exterior facade
Jessica Kassin
Paint trays and ladders set out along the taped-off walkway
Jessica Kassin
Crowds painting alongside the professional artist team
Jessica Kassin
The finished 750 square foot mural beneath the MetroMover station
Jessica Kassin
Brickell City Centre's facade after the anti-graffiti coating was applied
Jessica Kassin

Artwork by

Partners

  • QUINN PR
  • La Centrale Food Hall
  • Swire Properties & Brickell City Centre
  • City of Miami Department of Transportation

Services provided

  1. 01

    Identified and secured a prime mural location, among 10 options, with extremely high foot traffic and public visibility.

  2. 02

    Negotiated with Swire Properties and the City of Miami's Department of Transportation for full permission to paint a permanent mural on 750 sq ft of Brickell City Centre's exterior facade.

  3. 03

    Found and booked Grammy-winning artist Claudio Roncoli to lead the artistic design.

  4. 04

    Full project management for a 600-person participatory mural-painting event — staffing, inventory procurement, safety precautions and guest check-in.

  5. 05

    Anti-graffiti and UV protective coating application.

Highlights

  • The mural sits underneath one of Miami's most popular MetroMover stations, in a pedestrian walkway that houses Brickell's weekly farmer's market.

  • Celebrated the grand opening of La Centrale Food Hall.

  • Completed 750 sq ft in under eight hours.

  • Two million digital impressions.

Next project

Main Course

2018 · Fort Lauderdale, Florida