Hedgren Showroom
Bringing Brand Identity to Life Through Hand-Painted Art
Project Overview
Hedgren, a handbag and luggage company, wanted to bring its brand identity into its private NYC showroom through custom, hand-painted artwork. With an existing design in place, the goal was to translate the artwork onto the walls in a way that felt elevated, intentional, and distinctly handmade.
Rather than opting for custom wallpaper or a printed wall covering, Hedgren chose the character and craftsmanship of original mural work. The result was a series of Belgian skyline illustrations and a signature backpack design, transforming the showroom into a space that reflects the brand’s identity and heritage.
The Challenge
In a world where so much of our visual environment is digitally produced or reproduced in print, original artwork offers something different: texture, individuality, and a tangible connection to the creative process.
Hedgren wanted to maintain its established design while creating a more luxurious, handcrafted finish. The challenge was to preserve the accuracy of the original artwork while adapting it to large architectural surfaces, ensuring each illustration felt cohesive with the showroom’s interior.
The Approach
From Digital Design to Hand-Painted Art
The original artwork provided the foundation for the murals, allowing the focus to shift toward scale, placement, and materiality. I used a projector to accurately scale and position each illustration directly onto the showroom walls.
Projecting the artwork also created an opportunity to preview the design in its actual environment. This acted as an in-person mockup, allowing the artwork to be experienced in context before the painting process began.
A Finish That Feels Like a Sketch
Material selection played an important role in achieving the desired aesthetic. I used interior-grade matte chalk paint to create a charcoal-like, sketch-inspired finish.
By avoiding shine and gloss, the illustrations retained the softness and character of a drawing rather than taking on the appearance of a printed graphic. The matte surface helped the artwork feel integrated into the architecture, adding depth and visual interest without overwhelming the showroom.
A Series of Murals Rooted in Brand Identity
The project developed across multiple walls, beginning with a large-scale Belgian skyline, followed by a smaller skyline illustration. I later returned to paint Hedgren's signature backpack on another wall, extending the visual story throughout the space.
Each mural contributed to a cohesive environment while giving the showroom its own sense of character.
The Result
The finished murals brought Hedgren's existing visual identity into the physical environment through a more tactile, handcrafted medium.
Rather than reproducing the artwork through wallpaper or print, the project used scale, paint, and craftsmanship to create a distinctive showroom experience. The illustrations became part of the space itself, connecting the brand's imagery with the architecture and the people experiencing it in person.
Takeaway
As digital design and mass-produced graphics become increasingly accessible, original art can offer a different kind of value. Hand-painted murals bring a sense of craft, permanence, and individuality to commercial interiors.
For brands looking to create memorable physical spaces, translating existing visual assets into original artwork can be a way to maintain brand consistency while introducing something more personal and unexpected.
Have a space that could use a custom artistic touch?
Explore mural services through Edwaam Studios to bring your brand, ideas, and environment together through original artwork.
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