Welcome to Milwaukee (Bucks)
Create a welcome experience for the artists, athletes, and crews who move through Fiserv Forum long before fans see the show.
Create a personalized welcome worthy of Milwaukee.
Time-lapse of the Welcome to Milwaukee mural going up at the Bucks training facility.
Before the lights, the crowd, and the performance, there’s the walk backstage.
Hidden behind packed arenas and sold-out performances is the corridor every artist, athlete, and crew member passes through. The goal was simple: transform an overlooked space into something unmistakably Milwaukee.
From an empty hallway to a welcoming experience.
Turning a service corridor into part of the experience.
The mural moved from early concepts to large-scale installation over four days, transforming an overlooked hallway into a welcome experience for performers entering Fiserv Forum.
Finding the Story
The mural began with identifying the landmarks, culture, architecture, and moments that make Milwaukee recognizable. The goal wasn’t to document the city, but to create something visitors could experience in seconds.
Building the Composition
Sketches evolved into a large-scale illustration balancing storytelling, readability, and the physical realities of painting on-site. Every detail needed to work up close and from across the hallway.
Bringing It to the Wall
The artwork was projected and painted section by section over four days using a five-color palette. Installation required adapting to the environment while maintaining consistency across the entire mural.
A permanent mural built for temporary moments.
Three integrated locations within the mural accommodate removable artist-specific graphics, allowing the experience to evolve and create personalized welcomes over time.
What was once an overlooked space has become one of the most photographed areas in the stadium. The mural continues to create memorable moments for artists, performers, and guests moving through Fiserv Forum.
