The Mural Project, NYC

Amidst the scourge of the COVID-19 pandemic, leading retailers across the country have shuttered, adhering to state mandates to protect employees and consumers alike while they face an uncertain economic future. For New York City––the city of dreams and eternal resiliency––neighborhood shopping districts are shifting the scenery by partnering with notable design studio Theresa Rivera Design to reimagine boarded up storefronts through contemporary art-inspired murals to evoke joy and optimism from New Yorkers during these challenging times.

Rivera was commissioned by the Meatpacking District and Fifth Avenue BID to paint a bright and vibrant mural across the iconic Sephora flagships in the respective neighborhoods. The mural’s vibrant mobile shapes offer a new perspective of spontaneity and positivity for pedestrians conducting essential errands or catching fresh air, who have found their city rapidly changed to dystopian gloom. The inaugural murals have ignited a new series, with more BIDs and Northwell Health commissioning Rivera to reimagine other retail facades across Manhattan.

In a matter of weeks, storefronts once adorned with coveted fashion and beauty merchandise have preemptively been boarded up or armed with 24-hour guards by overly cautious brands looking to prevent looting and theft. For industry veteran Theresa Rivera Design, who has produced massive ad campaigns, events, and retail activations for clients such as Dior, Versace, Armani Exchange, Club Monaco and more, manifesting dreams into reality is nothing new. The project is an opportunity to give back to the city and engage with the fashion and beauty industry from a different creative vantage point. The ultimate goal is to inspire hope, joy and unity amongst New Yorkers.

A portion of all proceeds from The Mural Project have been donated to Feeding America, Citymeals on Wheels and The Loveland Foundation for BIPOC girls and women

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