It Started With a Wall
One of the most Instagrammable walls in Los Angeles is on the corner of Melrose and Laurel Ave, on the side of Cisco Home's storefront. The text reads, "MADE IN LA" in big, bold letters with Cisco's logo on the top right corner.
How did it get there?
Flashback to 2013
Cisco Pinedo, the founder of Cisco Home, was just moving into 8025 Melrose Ave. He needed a way to make this space pop, to make sure his locally grown store wouldn’t get lost in the brand name abyss of the West Hollywood shopping district. That’s when he called his longtime friend and artist, Leo Estevez.
Leo, a member of the creative collective Small Green Door, was also born and raised in Los Angeles. He understood the power in Cisco’s LA-centric mission. As a nod to the city’s street art that’s embedded so deeply in its culture, the pair decided they would install a mural on the side of the store.
The design had to be simple and meaningful. It had to be something that encapsulated Cisco, his family, and his brand. Since all of his furniture is sourced from and made in the LA area, and the family-owned and operated business has four different locations across the city, it made sense to highlight the extensive roots Cisco Home has here.
Once the design was set, it was time to start the installation process. The previous tenants of the store put an anti-graffiti coating over the wall, making it impossible to paint directly on it. Working around this, Leo used a Xerox ink transfer, an old-school technique made famous by those classic street artists he was inspired by from the beginning.
At 65 feet wide and 13 feet high, the mural grabbed the attention of passersby from the minute it was finished. An influx of people were lining up to snap a picture in front of the wall. Media outlets were featuring the spot in their stories and headlines.
Now Flashforward to 2018
ollectionThe mural has been shared over 10,000 times on Instagram alone. People still line up en mass to take a photo in front of the mural. Inspired by the buzz, Cisco decided to team up with Leo once again. The project this time? An LA-based clothing line.Shop the collection