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7-Eleven and the Art of Neighborhood Engagement

Retailer identifying local artists to create murals at new and existing stores
7-eleven mural artist Mariell Guzman
Photograph courtesy of 7-Eleven

IRVING, Texas — 7-Eleven Inc. is commissioning local mural artists to bring its creative vision to life at its convenience stores. The retailer has teamed up with The Ammersion Group, a new Dallas-based creative agency, to identify artists to create neighborhood-specific murals on interior and exterior walls of existing and new 7-Eleven stores.

The goal of the mural program is to capture each neighborhood’s energy through inclusive on-site murals to bring connection and creativity to local communities, the company said.

7-Eleven first embarked on the project in Dallas in 2019. “We kicked off our mural program with a local artist at a new 7-Eleven Evolution store, an experiential testing ground where we test new concepts, products and services before we scale them across the 7-Eleven system,” said Marissa Jarratt, senior vice president and chief marketing officer. “It’s been a hit so far, and I’ve seen my fair share of excited customers stop what they’re doing to take Instagram-worthy photos in front of the larger-than-life mural. This positive customer behavior and feedback has encouraged us to expand the concept to more stores in 2021.”

7-Eleven selected painter and illustrator Mariell Guzman to capture the essence of the Dallas store’s neighborhood. Born in Michoacán, Mexico, Guzman pulls from her Mexican heritage to create murals with a vibrant color palette and whimsical gaze. Guzman wanted to bring the rich heritage of her native homeland to the community where she works and creates, said the company.

“Creating a mural for 7-Eleven in my very own neighborhood was a true honor and a privilege,” Guzman said. “I’m very grateful to The Ammersion Group for believing in my work and connecting me with the 7-Eleven team to create a new landmark for the Lake Highlands community.”

The company has since added two more murals. Portrait artist Brandon Adams has painted a  mixed-media mural on the south side of Dallas, and most recently, graffiti artist and a leader in the local arts scene Tex Moton has added a mural at a yet-to-open store in East Dallas.

The genesis of the effort was born through a collaboration between 7-Eleven and The Ammersion Group, working under the umbrella of “Artists Building Brands.” 7-Eleven engaged the North Texas arts community and plans to do the same in other U.S. cities. This project embraces community beautification by connecting the fine art and marketing worlds, while also mentoring and supporting creatives of all backgrounds and communities, the company said. Both emerging and established artists will be invited to bring their artistic vision to their neighborhood 7-Eleven store.

Irving, Texas-based 7-Eleven operates, franchises or licenses more than 72,800 stores in 17 countries, including 12,000 in North America, with more than 9,300 in the United States.

 

 

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