Client: Be Grand
Location: Mexico City, Mexico
Completion date: 2020
Ideation, curation, production
Be Grand®, one of the Real Estate leaders in Mexico, entrusted MASSIVart to reimagine the showroom of a major development project in one of the areas with more growth in Mexico City, through two distinctive installations: “CLARO/OSCURO”, a giant outdoor neon mural by artist Ignacio Aldana Soltero and “VODA”, a suspended light installation by Candela Studio.
Delivering on the objective of driving sales through a premium art & technological experience we aimed at organically generating PR and media coverage to increase brand awareness.
Looking to build unique & engaging ways to generate leads & drive traffic, MASSIVart acted as an art consultant and strategic partner developing a creative plan for the ideation, commission, production and installation of art-infused solutions. Be Grand’s showrooms already set them apart from other real estate developers so we took this unique brand property to another level, reflecting their exclusive brand positioning & elevated lifestyle through two distinctive installations: CLARO/OSCURO, a giant monochromatic mural on the showroom exterior was commissioned and brought to life by Ignacio Aldana ‘Soltero’. As well as being a stunning daytime art piece, at night, the mural also transforms into a glowing, neon-infused spectacle creating a stunning landmark out of the wall within Colonia Del Valle. VODA is a huge light installation created by Candela Studio further highlighted the location’s stunning features. This welcoming art piece makes for a grand entrance and immediately wraps visitors & potential occupants in the warmth of home.