How a Miami Developer Used Murals to Transform Leasing Velocity

The city of Miami is known for its vibrant culture, rich history, and breathtaking architecture. However, with so many developments popping up, it can be challenging for property owners to make their building stand out from the rest. One Miami developer, Fisher Brothers, decided to take a unique approach to enhancing their property’s appeal and increasing leasing velocity. They partnered with WXLLSPACE, a platform that specializes in mural projects, to create a vibrant and dynamic art installation that would transform the building into a hub for street art. The result was The Calle Collective, a stunning mural project that not only increased leasing velocity but also became a cultural phenomenon in the community.

Public art matters, and its impact on communities and real estate development cannot be overstated. It has the power to transform public spaces, create a sense of community, and even increase property values. In this article, we will explore the story of The Calle Collective, how it was created, and the impact it had on the community. We will also examine the benefits of incorporating public art into real estate development and provide insights into the growing demand for murals in new developments.

What are Murals and Why are they Important in Urban Development?

Before we dive into the story of The Calle Collective, let’s define some key concepts and terms. A mural is a large-scale artwork that is painted or applied directly to a wall or other surface. Murals have been around for centuries and have played a significant role in urban development, adding character and charm to public spaces. Leasing velocity, on the other hand, refers to the rate at which properties are rented or leased. It is a critical metric for property owners, as it can have a significant impact on revenue and profitability.

WXLLSPACE is a platform that specializes in mural projects, connecting property owners with talented artists and streamlining the commissioning process. With a focus on community engagement and cultural significance, WXLLSPACE is dedicated to creating public art that inspires and uplifts communities.

The Story of The Calle Collective

The Joule House development, located at 2200 NW First Ave in Miami, FL, was the perfect canvas for The Calle Collective. The building’s location in the heart of Wynwood, a vibrant arts district, made it an ideal spot for a street art installation. The initial challenge was to create a unique and engaging art experience that would set the building apart from others in the area.

The project goals were threefold: enhance the property’s appeal, increase leasing velocity, and create a unique community experience. To achieve these goals, WXLLSPACE sourced local artists through its platform, selecting 24 talented individuals to create a Paseo Gallery known as The Calle Collective. The artists were tasked with creating site-specific murals that told the story of the local landscape and represented the cultural heritage of the community.

The Impact of Public Art on Property Values and Leasing Rates

The impact of public art on property values and leasing rates is well-documented. According to recent studies, properties with murals can command a 32% increase in property value. Additionally, murals can increase foot traffic, enhance community engagement, and create a sense of place, making them an attractive amenity for potential tenants.

The mural industry is growing rapidly, with more and more developers incorporating public art into their projects. With the rise of social media, murals have become a powerful marketing tool, allowing developers to showcase their properties and create a buzz around their brand.

The Execution of The Calle Collective

The story of The Calle Collective begins in early 2024, when WXLLSPACE began working with Fisher Brothers to source artists for the main exterior locations on the building. The project included a podium wrap that spanned over 9,000 SQFT, two vertical exterior murals, and a ceiling mural for the terrace amenity space, totaling 16,000 square feet in total.

The first artist selected for the project was Remote, a local Miami legend with over a decade of experience in creating murals. Remote’s design approach was centered around large triangle shapes that could easily be touched up if there was any vandalism, while also preventing vandalism by using a graffiti artist legend who would have the street credibility to not damage or vandalize his work.

For the ceiling terrace, the developers wanted an artist who could create a design that would represent Tulum, a peaceful, calm, tropical environment. They hired Mr. June, a Netherlands artist known for his geometrical shapes and abstract work. Mr. June’s design created a capsule or transition in the space, elevating the area and making it a unique and Instagram-worthy spot.

Results and Impact

The results of The Calle Collective were nothing short of spectacular. The mural project increased leasing velocity, with the building experiencing a significant surge in interest from potential tenants. The property’s value also appreciated, with the murals becoming a major selling point for the development.

The community impact was also profound, with The Calle Collective becoming a cultural phenomenon in the area. The murals created a sense of community, with locals and tourists alike flocking to the site to take photos and experience the art. The project received extensive press coverage and media attention, with features in major publications and social media platforms.

According to Kashif Saleem, the Development Manager on the project, “The art is the highlight of the building. It’s what sets us apart from other developments in the area.” The artists involved in the project also praised the collaboration, citing the ease of working with WXLLSPACE and the freedom to create something truly unique and special.

The key takeaways from The Calle Collective are clear: public art matters, and its impact on communities and real estate development cannot be overstated. Murals are becoming increasingly popular amongst new developments due to their ease of installation and uniqueness. With hundreds of artists on the WXLLSPACE platform, there is no shortage of creativity and talent to draw from.

The measurable outcomes of The Calle Collective are impressive, with over 20,000 SQFT of public art on display at the building. This is not rotating art or art that will be painted over during this year’s Art Basel; the building is a beacon and icon showcasing the local artists who contribute to the development of Wynwood over the past 20 years.

In conclusion, The Calle Collective is a testament to the power of public art in real estate development. The project’s success can be attributed to the collaboration between WXLLSPACE, the developers, and the talented artists involved. The murals have created a unique and engaging art experience that sets the building apart from others in the area, while also enhancing community engagement and cultural significance.

If you’re a developer or property owner looking to enhance your property’s appeal and increase leasing velocity, consider partnering with WXLLSPACE to create a unique and dynamic art installation. With its expertise in mural projects and connections to talented artists, WXLLSPACE can help you create a public art experience that inspires and uplifts your community. Learn how murals can transform your community or discover the impact of public art on your development. Explore related reading, sign up for a newsletter, or contact WXLLSPACE for a consultation. Remember, public art matters, and its impact on communities and real estate development cannot be overstated. By incorporating murals into your development, you can create a unique and engaging art experience that sets your property apart and enhances community engagement and cultural significance.