Spotlight on Studios: Architexture

While artisans handpainting murals and trompe l’oeil will never go out of style, digital murals have become quite the rage.? One of its leaders is the wonderful Architexture company who introduced TattooWall, digital images transferred onto an interior or exterior space giving an “affresco effect”.? Recently, Michael Ybarra, Director of Sales & Marketing, took the time to discuss years vs. days.

Q: There must be resistance by some artists.? Is there a misconception about TattooWall?
A: One of the biggest misconceptions about Tattoowall is that it takes work away from muralists and traditional artists.? It?s not the taking away of work, but a way of expanding their businesses.? Artists can save time by creating their art small, and printing it large with Tattoowall. Generally, a client will hire an artist because they like the particular style of that artist.? Since an artist [has] 24 hours in a day, he is limited to what he can physically handle in the time he devotes to his art.? Tattoowall allows that artist to handle multiple, detailed projects in a short amount of time.? The artist can even work with a chain of stores or restaurants across the country and execute original artwork simultaneously in various locations. They can spend more time on creativity and less time on the physical application, sometimes in awkward positions on ladders or scaffolding.

Tattoowall also allows the artist to incorporate their faux finishing skills into and around the mural to create an overall balance of art and style throughout an entire business or residence.? This also becomes more cost effective for the client.? Another misconception in the market has been that commissioning a mural was not often financially achievable and now Tattoowall makes it more affordable.

Above: Imagery provided by Decorative Imaging

Q: What are some of the newest or innovative products you have in your products?
A: Besides Tattoowall, the Urbantattoo product lets us take the artist?s work many steps further by putting the artwork onto leather, mosaics, glass, aluminum, wood floors, and [other] surfaces.? This opens so many opportunities for the artists and designers to get creative, knowing their work can be on virtually any surface.

Q: How do you go about creating new designs?
A: With Tattoowall and UrbanTattoo the creativity comes from the artists and designers. Plus, we have an extensive image library that is constantly growing, which allows new artists to gain more exposure for their work.? This adds great diversity to the options that are available to the client.

Q: Where?do you see?your industry heading in the future?
A: Where many other industries have been assisted by technology, the field of Art often seems to lag behind. As artists and designers know, traditional murals can become very labor intensive.?? Tattoowall is now a tool that has been provided by technology to make the mural process easier.? With Tattoowall, I see traditional artists sharing their creative vision and getting more exposure for their talent, all the while improving the efficiencies in their operations and growing their business.

Architexture offers workshops to teach artisans on the hows of this fascinating option.? It’s a 2-day class ranging between $645 – $695 and Michael explains the course: “It includes hands-on application, gilding, glazing and troubleshooting. We cover the history of fresco and Tattoowall, technical explanations and how to work with clients throughout the process.? We also discuss Urbantattoo and its many capabilities in the design world.? For half of the second day, we coordinate with a local business for an on-site Tattoowall application, giving the students real, hands-on experience outside of the classroom setting.? The certification courses are designed to help the artists learn how to take on large projects and grow their businesses.”

Of course, you can also see their video presentation or their step-by-step guide to see if it’s for you.? They also have quite a comprehensive FAQ page and you can even order a sample kit to play with.? Coincidentally, I met owner Gaia Calcaterra when she was visiting the HD Boutique show.? It was a true pleasure to meet her — she’s very charming.? Well, I do thank Michael Ybarra for giving us such great information about the exciting Architexture offerings.? It’s always great to think outside the box — and, of course, finding out about all the options we can offer our clients.