The Challenge

River & Main Workspace’s main sitting room looked generic: white walls, a few framed prints, and furniture doing all the storytelling. Tours were strong, but the first place people paused didn’t communicate the brand or welcome members to linger. They needed a fast, low-disruption way to:

• Bring the brand to life where people actually gather
• Create a distinctive “photo-worthy” moment for social and leasing
• Reduce maintenance (no seams/peeling) and make refreshes easy

Objectives

• Make a memorable first impression at the heart of the space
• Encourage dwell time for informal meetings and tours
• Keep surfaces durable and wipe-clean
• Complete during business hours with minimal interruption

Solution (What We Printed)

Feature Mural (180 sq ft): A large, direct-to-wall composition with River & Main’s monogram woven into gradient linework and a subtle map texture; palette aligned to brand neutrals with a warm highlight.
Framing Bands (2 × 18 sq ft): Thin tonal “rails” printed behind sconces to visually anchor seating and lighting without carpentry.
Accent Callouts (3 × 6 sq ft): Small iconography near outlets/charging ledges that say “Plug In • Settle In • Create,” sized to read up close.

Why direct-to-wall: zero seams, wipe-clean finish, tight alignment around fixtures, and an easy repaint path when the look evolves.

Process & Timeline

• Day 0–2: Artwork lock with room photos; scale comps to existing sconces and furniture spacing.
• Day 3 (AM): On-site surface check, laser alignment, color test swatch.
• Day 3 (PM): Feature mural print (4 hours including setup).
• Day 4 (AM): Bands + callouts (1 hour).
  Open throughout; we staged between visitor flows and kept egress clear.

Technical Specs

• Printer: Industrial UV wall printer (CMYK + UV cure)
• Resolution: 720 dpi effective viewing distance (lounge)
• Inks: Low-odor, abrasion-resistant UV
• Surface: Eggshell acrylic on level-4 drywall; clean + spot prime on previous hanger points
• Protection: Optional matte clear coat (high-touch zone)

Results (Measured & Observed)

• Tour Moment: Leasing team now pauses at the mural; “brand story” added to the script.
• Dwell Time: Softer sound + visual focus increased informal meeting use; couches occupied more consistently (observed uptick).
• Maintenance: Nightly wipe-downs simplified; no seams or edges to lift (zero call-backs).
• Downtime: Completed over two partial days with the lounge open.
• Refresh Path: Marketing plans seasonal overlays—simply repaint + reprint.

(Where allowed, we replace observations with hard numbers from leasing CRM and space-use sensors.)

Budget Snapshot (for planning)

• Design prep & proofs: modest fixed fee
• Printing: priced per sq ft with multi-area efficiency
• Optional matte clear coat
• No vinyl removal or panel storage; future refresh = repaint + reprint