Mecerich Real Estate

Mecerich Real Estate

Assessment

Mecerich Real Estate is a real estate agency that is well known for its extremely high quality Staff and performance standards throughout the World. One of their specialties is handling properties that have unusual or challenging circumstances surrounding them. Having acquired a unique property to represent connected to their Green Acres Mall property in Valley Stream New York, Mecerich Real Estate engaged Art of Your Mind to help mitigate a challenge associated with this property that dealt with property signage.

Challenge

This property needed to be identified as a property for sale or lease, thus it needed a highly visible level of signage to draw attention to it. However, this property location was also regulated by local sign ordinances that prohibited the attachment of written signs traditionally used in such circumstances. This included “For Sale,” or “For Lease,” signs that under the local sign ordinance, once they were attached to a building façade would be classified as “graffiti,” and as such would be removed and the offending entity would be fined for attaching them to the building. The local sign ordinance also prohibited simply painting “For Sale,” or “For Lease,” signage directly on the side of the building. For those reasons, Art of Your Mind was contracted to primarily address three main points. The first requirement was to create a large, attention gathering highlight on the building to attract potential leasing or purchasing prospects. The second requirement was to not run afoul of the local signage/graffiti ordinances. Third, the building needed to be “sectioned off,” from another attached pre-existing store, hence we needed to explain that the front wall on the building needed to be demolished and a new entrance built.

Proposal

After first reviewing the local sign ordinance to ensure we had a detailed understanding of its enforcement standards, we chose to apply a highly creative concept to this multi-faceted challenge. This resulted in us recommending we apply a “pictogram” concept to address the graffiti ordinance guidelines. In other words, using an art form dating back over 3000 years, we chose to address these issues by not using words or text to generate interest in the property, thus alleviating any chances of us violating the local signage/graffiti ordinances. Instead, we chose to paint an entire building motif on the side of the structure. This would definitely gather attention to the property without running afoul of the local ordinances….while at the same time remaining tasteful and complimentary to the surrounding pre-existing businesses, thus creating no negative “fall-out” for the client.

Project Execution

After first prepping the exterior wall, our team painted a mural on the exposed wall to look like the façade of a modern storefront using the appropriate architectural highlights to fit into the local setting. The mural (approximately 15’ H x 50’ L) appeared to be attached to the business next door. The level of detail we applied to the mural included actually creating highly detailed reflections of the surrounding landscape and properties in the window panes of the windows. We were able to make this mural a focal point of that property thereby creating a great deal of noted interest in the building space and we were able to do this without using any text or verbiage thus not creating a technical violation of the local sign/graffiti ordinance.

Outcome Analysis

This project was highly successful and by the clients own admission, “….exceeded their wildest expectation with success!” The mural was so realistic that people would drive up to get a closer view of the wall to see if it was indeed a new store that had opened only to find it was a brick wall with 3-D type façade painted on it. Many people would then inquire inside the adjoining stores about the vacant property. Our goal of drawing attention to the property through use of this mural concept was highly effective. The execution of this marketplace rendering, coupled with advertising concepts that Macerich Real Estate launched once our mural was complete resulted in the successful placement of a new tenant in this property. Interestingly, the new façade to this property that was built on the structure looked strikingly similar architecturally to the mural we had painted on the building!

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Alexander Wang
Mecerich Real Estate
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