Look Book Fort Worth: Westbend

Submitted by Devon Nowlin

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Client: Trademark Property

Location: Fort Worth, TX, United States

Completion date: 2015

Artwork budget: $45,000

Project Team

Client

Cassie King, Trademark Property

Trademark Property

Artist

Devon Nowlin

Overview

“Look Book Fort Worth” is a series of five large-scale photographic murals produced for Trademark Property for their new Westbend retail and dining development on University Drive in Fort Worth. Meant to last a duration up to five years, they are printed in UV resistant ink on vinyl and mounted on aluminum strainer frames. Two are 12 x 8' and three are 9 x 13.5'.

Goals

Trademark's art consultant invited me to develop a proposal after viewing a body of work I had recently completed for a solo exhibition that played with ideas of lifestyle marketing and voyeurism. I adapted the themes and imagery to appeal to Trademark's audience of upscale shoppers, healthy dining and fitness and spa clientele. This was an ideal project for me because it brought my artistic interests directly in sync with the goals of the developers.

Process

I contracted with a portrait photographer and invited friends to pose as models for these composite images, which I composed in Photoshop. I contracted with a local metal fabricator and printing company to produce the materials and I assembled the final works in my studio with assistants. Because the development was still under construction at my completion, their onsite contractors mounted the works, which made installation very easy.