Metal Mural

Almost never does a new photo accessory appear that isn’t kitsch or a stretch to sell. I had missed Metal Mural entirely at the 2008 photo conventions, and I’ve been kicking myself for the oversight. By 2009 this product has become an industry player, particularly in economic stress when everyone is looking for new profit centers and innovative products for add-on value.

So what is Metal Mural? Just what its name says: thin, lightweight, but obviously sturdy aluminum tiles to which digital images, photographs or art reproductions, have been infused. The surface is glazed with a high gloss, durable, amazingly UV-resistant industrial grade powder coating. The mural part comes in when a grid of tiles is displayed as a whole. 4 x 6 feet? No problem! Larger? Certainly. 2 x 3 feet? Easy.

Meyer Broytman, product developer for Metal Mural, recounts how his exciting first-of-its-kind concept evolved. Decorator metal art, both two dimensional and sculptural, has been gaining steadily in popularity and sophistication. Corporate and public buildings have always needed appropriately sized art pieces to attract the line of sight befitting the volume of space, and enhancing an inviting environment. Home wall spaces have grown in dimension, suitable for very large art throughout.

Vice president Pola Ariel envisioned affordable art that could be easily and economically shipped anywhere in the world in a small package, rather than large, single-sheet metal art, which is cumbersome and hard to store. Inspiration for attention-getting presentation of very large physical size imagery was married to lightweight material in manageable 12-inch sections, which are then assembled with minimal tools and fittings on site.

The result is a brand new niche product. Large, dramatic mural art can be reproduced relatively economically in limited editions. The design breakthrough concept that was driven by the need to ship a huge mural in a 15-inch package opened an unexpected treasure chest of uses for signage, promotion, memorabilia, trade shows, point of purchase and store decor, as well as public and personal art.

Each 12 x 12-inch tile can be a picture in itself. The most dramatic use of this new art form is obviously a larger-than-life image spanning multiple tiles. Joined by C-hooks, tiles hang, articulated but as a unit, from a top-mounting support bar. They can also be butted up together as a mosaic and framed or simply mounted directly to a wall. The lightweight is the key. For a store window display, an image can be bonded on both sides. Want to use a Metal Mural as an outdoor sign? No problem! Due to the industrial nature of the process, Metal Murals are resistant to weather and sunlight and have been informally tested with great results over three to four years.

Though it was easy for me to imagine potential uses for Metal Mural, I had to be convinced it would actually work in my business and market. No problem understanding how Metal Mural is a fresh, new alternative to a canvas or traditional framed print. I went away from WPPI without buying a sample, even though I really wanted one right that very minute! I did, however, determine for myself that you can write on the tiles with Sharpie pens and the ink doesn’t smear.

The mental leap of faith in usage came when I realized the utter simplicity for preparation and display of Metal Murals. No frame, no mat, no glass, lightweight—and all the hardware you need is supplied. It doesn’t chip, break, fade and is hard to scratch. Close to client-, kid- and dog-proof! And it’s glitz, fun and intrinsically interesting.

Sure enough, for the next Bat Mitzvah I booked, I was able to sell a nine-tile 3 x 3-foot Metal Mural as a sign-in board to be autographed with best wishes by all the partygoers. It was the very first one ever produced. And it was an instant hit, in a crowd that is always looking for something new and exciting. The party planner and I thought guests might need an explanation on how to sign the tiles, but surprise, surprise, the kids just grabbed pens and went to it, decorating the mural with little hearts, drawings, congratulations and priceless autographs.

What a thrill to develop an entirely new product and profit center. A mitzvah portrait sitting with large photo print, custom framing and wide signature mat can easily retail for $400–$700. A Metal Mural can certainly be priced in the same range or even higher, as an adjunct product to still photo capture, or as a stand-alone product. For this particular event we also provided still and video capture, a presentation slide show, photo booth souvenir pictures, a collaged photo album, non-linear cinema production, both a personal sitting and a family portrait taken later for holiday cards and an iPod MTV-style movie.

It was so easy to prepare and upload the digital file for production. Make a JPEG file in Adobe RGB or sRGB color space, sized and sharpened to the dimension in inches that the final piece will be. Resolution should be at least 100dpi. Sometimes, it’s a trick to make sure that important subject matter like a face doesn’t fall right across two tiles, bisecting the content unattractively down the middle. But don’t worry; the Metal Mural people thought of this potential problem, and will let you know if there is a concern. They even send you an emailed proof so you can see exactly where those breaks are, and how the final piece will look overall. Production takes generally less than two weeks. Your mural is packaged in a very protective manner and shipped in an impossibly small container. Hardware is included and needs very little explanation. Sections are hooked together with the supplied C-hooks. The only caveat is to make sure the hanging bar is supported in the middle of each section to avoid warping, which could prevent the mural sections from hanging straight. Of course, you can use your own more decorative hanging bar. If you ask for no jump ring holes to be drilled, you can mount the tiles like a mosaic using tile adhesive, Velcro or double-sided carpet tape.

After the success of our first Metal Mural, I began to see that this product is as versatile and beautiful as fine gold jewelry. It can be dressed up or down, a fitting enhancement for any decor. It’s so different that it defies description. Photographs don’t do it justice. Therefore, the only way to sell it effectively is to show samples, lots of samples that demonstrate real life uses. Fortunately, Metal Mural offers generous studio sample benefits, and they will make miniature versions in four-inch tiles for portability to a client’s site or simply to save studio wall space. Prominent window displays withstand direct sun, and stop passersby in their tracks!

Because of its easy adaptability, Metal Mural is a natural for the boutique photographer. Not only for boutiques specializing in weddings, events and portraits, but also commercial, advertising and public relations photographers. It’s all about the ease of use. A big transparency for business window display requires an expensive light box construction, and may fade rapidly in spite of current advanced materials. A print large enough for a trade show would have to be laminated flat to size, protected, boxed, transported by truck. Offset-printed posters for theater/music performances or store promotions tear easily, and have a very limited life expectancy. The only alternative for outdoor image display is inexpensive looking plastic banners. Artwork large enough for public spaces is cumbersome and can be prohibitively expensive. Most gallery art is well past the budget for most home decor purchases. Metal Mural solves all these design and purpose challenges.

Every week I come upon a fresh, inventive use that can be accomplished quickly and easily. My latest idea is a fantasy ceiling mural for a child’s room. Here are some other suggestions to get you thinking.
• Bridal show display, same for new baby festival
• Double-sided window promotion: your photo studio portfolio or a retailer’s products
• Attention-getting sign for any business
• Decor for architect’s office, which could be disassembled to do double duty at a trade show
• Baby’s first year package: squares can be added on with each sitting
• Restaurant decor: art pieces or advertising pictures of the food offered
• Modular design with each tile showing a different product for any business from realtors to jewelers
• Same modular design for your high school senior sitting promotion
• Beauty salon and fashion boutiques: easy to switch around a hip, glossy display
• Sports team memorabilia, sports trophies
• Employee or charity award-recognition plaques
• Package feature item for weddings, mitzvahs, events: as a wall portrait or sign-in board
• Personalized decor mosaic for kitchen, bath or patio
• Affordable decor for great rooms, public spaces

The uses of Metal Mural are literally limited only by your imagination, definitely not the cost or the production. The best part of all: They’re a terrific conversation starter. Hang one up and see how many people will stop in to ask about it!

For more information visit: www.metalmural.com, (800) 934-2090.

Sara Frances, M.A., is a past winner of Kodak’s Impact in Applied Photography award and has been internationally published. Her studio, Photo Mirage Inc., is located in Denver, CO. She is the author of an upcoming book for Amherst Media, Elegant Weddings in Black and White. She can be reached at [email protected].