MURALS THAT UPLIFT COMMUNITIES

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Large Scale Art that Activate Real Estate

People don’t fall in love with square footage—they fall in love with places. The most successful developments don’t just attract tenants; they create belonging. That’s why forward-thinking developers are investing in large-scale murals that turn buildings into stories—and stories into destinations.

At The Square (formerly Rockville Town Square) in Rockville, Maryland, real estate owner Morguard Management Company partnered with VIVA Creative to commission a series of vibrant murals reflecting the area’s natural and cultural identity—featuring local flora, fauna, and pollinators.

The result? The space was reborn—from a transactional hub into a destination where people linger, explore, dine, play, photograph, and share. These murals now serve as visual landmarks and catalysts for community connection.

Each mural was designed and fabricated by VIVA’s in-house artists, turning blank façades into colorful visual anchors that tell a story. From concept sketches to final brushstrokes, every detail was crafted to harmonize with Morguard’s brand vision and the surrounding architecture.

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Elevating Residents, Retail, Restaurants, and Property Values

The Mural Design Process

From the first creative sketch to the final reveal, VIVA leads every step—concept, design, fabrication, installation, and activation. Our in-house artists and production experts bring large-scale creativity to real estate spaces, transforming blank façades, entryways, and shared spaces into story-driven destinations that engage residents, visitors, and tenants alike. With decades of experience producing large scale art, we merge artistic vision with production precision—helping developers activate space, amplify community pride, and create lasting visual impact.

Community Transformation

The impact was instant and electric. Almost overnight, The Square became the talk of the town. The murals elevated the atmosphere, lifted community spirit, and made Rockville Town Center feel vibrant again—a place people want to return to, share, and be part of.
Once-static façades suddenly burst to life with color, movement, and meaning. What was once a pass-through stop for groceries became a reason to linger. The murals draw people in from the adjacent streets, sidewalks, and parking areas—pulling them through creatively reimagined thresholds into the lively heart of the square, where they stay to explore, dine, and connect.

The Research

Neighborhoods with murals experience higher pedestrian activity and longer dwell times, strengthening retail performance. (ScienceDirect, 2025)
Public art initiatives are correlated with rising rents and home values in adjacent areas, linking murals to economic growth. (University of Cincinnati, 2025)
Properties featuring large-format public art report up to a 15% increase in asset value and leasing demand after installation. (WXLLSPACE, 2025)

Outcomes

Increased Foot Traffic & Dwell Time
The murals transformed The Square into a true destination. Visitors now linger, explore, dine, celebrate, and share their experiences—driving steady increases in foot traffic and local business activity.
Strengthened Brand Identity
The once-neutral façades are now bold visual landmarks that reflect Morguard’s commitment to community, creativity, and renewal. instantly recognizable within the Rockville landscape and from high traffic roads nearby.
Enhanced Community Connection & Goodwill
The murals project earned positive local press and praise from Rockville Economic Development, Inc., who called it “a sign of transformation and growth.” The murals became symbols of civic pride and revitalization.
Expanded Digital & Social Engagement
Visitors frequently photograph and share the murals, tagging The Square and turning the artwork into an organic social campaign that continues to build awareness.
Improved Property Value & Tenant Appeal
The murals helped reposition The Square from a transactional retail space to an experiential hub, increasing leasing demand, community events, and long-term asset value.

"We know public art does more than beautify a space—it becomes its heartbeat. At VIVA, we specialize in large-format storytelling, design, and installation, transforming empty walls into experiences that spark joy and belonging."

—Emily Greene, Chief Creative of VIVA Creative