Soulmax, an outdoor adventure and rental company in Bariloche, had the opportunity to occupy a highly visible wall in a prime location near Catedral Base. However, the wall wasn’t authorized for commercial advertising, which posed a significant challenge for brand visibility in one of the busiest areas for tourism.
The objective was to use the space in a strategic and creative way to raise brand awareness and communicate the wide range of services Soulmax offers — all without violating advertising regulations.
To navigate these constraints, the team decided to turn the opportunity into a public art installation disguised as a simulator exercise.
We developed a custom isometric illustration that showcased Catedral Base, the surrounding mountain landscape, and key Soulmax services like equipment rentals, guided experiences, transport, and more.
The illustration was designed to feel playful, artistic, and map-like, allowing passersby to discover the different parts of Soulmax’s offering through visual storytelling.
Once the digital artwork was approved, a professional mural artist was hired to hand-paint the piece on the wall, turning the design into a striking, large-scale public mural.
We made sure the mural remained within artistic boundaries, using visual metaphors and brand-inspired elements without falling into the category of traditional advertising.
Result:
The isometric mural quickly became a local landmark and a photo hotspot.
The isometric mural quickly became a local landmark and a photo hotspot.
Soulmax experienced a 23% increase in foot traffic within two months of the mural’s completion.
The project received positive feedback from the local community and helped the brand position itself as bold, creative, and deeply connected to the outdoor culture of Bariloche.
The mural served not only as an eye-catching artwork but also as a functional visual summary of Soulmax’s multifaceted business — all told in a single image.
