Chris, could you share the primary objectives or goals behind commissioning the mural for The Guildford Hotel's courtyard? How does it align with the overall marketing strategy or brand identity of the establishment?
The main aim of the mural was to foster a sense of security and welcome. Our research indicated that many women perceived the Guildford Hotel as an unsafe place. The mural helped to dismantle these perceptions, making our venue more approachable to a broader demographic. Additionally, the mural's secondary goal was to reflect and celebrate the diverse heritage of Western Sydney, strengthening our connection with the local community.
Within the first week following the mural's unveiling, we have welcomed groups of women to the venue and for the first time, a group of women have booked a table to watch a Matildas football game citing the mural as a reason for picking the venue.
Beyond creating an atmosphere, the mural has been instrumental in defining our brand identity. Incorporating our brand's colour palate into the mural's design has allowed for the adoption of its elements into our marketing materials and digital platforms, laying a solid foundation for a recognisable brand identity.
What was your inspiration or vision behind the design of the mural for The Guildford Hotel's courtyard? How did you incorporate elements of the area's history or surrounding environment into your artwork?
The brief for this mural was to create a piece that reflected the rich tapestry of Western Sydney. For me this conjured visions of patterns and movement with different elements coming together visually to create a feeling of unified energy and alchemy. One of my favourite things about Western Sydney is the way in which so many vibrant cultures, foods, sounds and smells merge together to create a completely unique and fascinating experience. I really wanted to express this feeling of abundance and fusion in the mural, whilst also making the artwork feel at home within this beautifully renovated pub, which led me to reference a bit of a heritage colour palette and incorporate some nods to the local area.
Can you describe the creative process you went through from conception to completion of the mural? Were there any unique challenges or interesting moments you encountered during the creation of this particular piece?
I began the process by spending time in the space and exploring the area surrounding it. This is the most important part of the process for me as I feel that every mural I create needs to respond to the space it will occupy first and foremost. I then researched the local area and Western Sydney as a whole and made a list of things that I found interesting and pertinent. I then clarified these thoughts and then began sketching individual elements and an overall composition for the mural. Once I had refined the design I submitted for feedback from the client and then it was on to painting! This mural was a delight to paint, there were no challenges, but the beautiful rendered texture of the wall surface provided me with a really interesting canvas to work on and I love the way the final painting sits on this surface.
A big thank you to Amy, Khushi and Thalan from Western Sydney University – who were approached to assist Nico with filling in the mural at The Guildford Hotel. You guys did a great job. Team work, makes the dream work.
Nice to see locally distilled products from Primary Gods Company behind the bar here. #supportlocal
