Collaborative intervention at Mueller celebrates Curitiba's 333rd anniversary.

A collaborative artistic intervention at Shopping Mueller invites the public to co-create a mural in homage to Curitiba's 333rd anniversary, uniting urban art, belonging, and collective participation.

In celebration of Curitiba's 333rd anniversary, the Mueller Shopping Mall This project presents a collaborative artistic intervention that invites the public to actively participate in the creation of a work in homage to the capital of Paraná. An unprecedented action conceived by HouseCricket, a communications company run by... OM Group, in partnership with the shopping mall, and developed alongside Diego Prosa, a recognized artist in the local urban scene, with works created in countries such as Italy, Spain, the Netherlands, and France.

The proposal stems from a simple idea: just as Curitiba was built by different people throughout its history, the artwork is also born collectively. More than a visual intervention, the project transforms the creative process into a public experience, bringing art, city, and community closer together in a participatory celebration.

"A beautiful, creative, and colorful Curitiba is built by all of us, whether we were born here, chose to live here, or even just passed through. The city has a little bit of all of us, and Mueller has been here for over 40 years, actively playing a part in that history.""This is what White Ribeiro, Creative Director at HouseCricket, affirms."

Between March 20th and 25th, it's possible to watch and contribute to the construction of a mural over 9 meters tall. Once finished, the artwork will be displayed on the facade of Shopping Mueller during the city's anniversary celebrations.

For Diego Prosa, the initiative reinforces the role of art as a tool for belonging and connection. “I believe that nothing is built alone, and the idea is to show that, together, we can do anything. When the mural is finished, I want everyone to feel part of it, to belong to this creation. Art is free, and it’s very special to see a space like Shopping Mueller opening its doors to street culture.”, says the artist.

In addition to the mural, visitors to the shopping mall will also receive exclusive commemorative items, such as unique stickers and bobbie goods, to extend the experience of the artwork co-created by HouseCricket, Shopping Mueller, and Diego Prosa.

This was a planned action to bring art and celebration to Curitiba, whether in the shopping mall's spaces, from the parking lot entrance to a mega central panel, or through promotions on the website and digital media, using a UGC strategy to exceed the usual reach of the channels, strengthening the engagement and relationship of Shopping Mueller with the city and with all its people.