From Loewe to Swarovski, hand-painted murals get a luxury upgrade

1 Dec 2023

The advent of anamorphic advertising hails exciting prospects for brands. But where does it leave age-old crafts like hand-painting murals?

“Hand-painted advertising has experienced a global resurgence, and its momentum, further buoyed by social media, shows no signs of waning. These murals are a testament to human artistry, offering a tangible, authentic touch that resonates deeply with audiences,” Eric Sas, co-founder and CEO of anamorphic 3D technology company BCN Visuals, tells Jing Daily. Handcrafted murals, for example, have recently experienced virality. Their popularity shows that there’s still an appetite for the human touch, even among the younger generations.

Last year, a clip documenting artists hand-painting a mural in New York’s Soho from TikTok account Soho Suiting circulated in November. Featuring a lifelike image of Bella Hadid for Swarovski, the video racked up over 20 million views.

The account has since continued to follow the ever-changing canvases dotted around the city after recognizing there was demand for such content, from Gucci trunk murals to Longchamp campaigns.